Set your margins and conversion rates. The calculator tells you how many leads you need and what you can pay per lead — from any spend or client target.
Leads
Products
Lifetime Value
€
How often a customer buys annually
Shopify → Customers → Avg order count
LTV (gross profit)
—
€
Enter total revenue LTV — gross margin converts it to gross profit
LTV (gross profit)
—
after margin
€
Incl. inbound freight & duties
%
Stripe, Mollie, etc.
€
Per order cost to ship
€
What customer pays at checkout
%
% of orders returned
€
Cost to process one return
Contribution per order
—
%
Use gross profit, never revenue
%
Target: below 2%/mo
€
Stack upsells into LTV
Media
€
What you actually pay per lead. Replace with your blended Meta number.
€
Initial ad spend — the simulator slider starts here
Fixed Overhead (monthly)
Total fixed overhead€0
Conversion Rates — per platform, rates differ per platform
Each platform gets its own benchmark ceiling on the Benchmarks page. The blended benchmark is the average across your platforms. Leave a platform empty to use that average.
Business Type
Sets your minimum required LTV:CAC ratio
View
Simulator — spend-driven or target-driven
Media spend → required leads
—
monthly media spend
€1k€25k€50k€75k€100k
→ requires — leads/mo at your conversion rates
Target clients → required media & leads
new clients per month
→ requires — ad spend and — leads/mo
Required this month
Required leads
—
leads needed to hit target
Media spend
—
ad budget at your CPL
Total spend
—
media + fixed overhead
New clients
—
at your conversion rates
Monthly new revenue
—
New clients × monthly revenue
Monthly gross profit
—
Revenue × gross margin
LTV : CAC (full)
—
Fully-loaded ratio
Maximum benchmarks — never exceed these
Max cost per lead
—
CPL ceiling
Most you can pay per lead at your required ratio
Max cost per booked appointment
—
CPA ceiling (booked)
Max spend to acquire one booked call
Max cost per client
—
Max CAC
LTV ÷ required ratio — hard ceiling
Per-Platform Benchmarks
Actual vs Benchmark
Cost per lead (CPL)
—
max —
Cost per booked appointment (media)
—
max —
Cost per appointment held (media)
—
max —
Paid CAC (media only)
—
max —
Fully-loaded CAC
—
—
LTV : CAC ratio (full)
—
—
LTV:CAC Health
03:16:19:130:1+
—
—
Required funnel volumes
Payback Period
0d30d target90d+
Diagnostics
Monthly Acquisition Costs
Total monthly costs€0
Per-Platform Conversion Rates
Fill in each platform's own rates. Empty rates fall back to your blended rates.
Almost there
Enter your details to see your personalised benchmarks.
Email Benchmarks Report
Enter your email address and we'll send you a PDF with all your benchmark numbers.