Enter your own assumptions to estimate clicks, business outcomes, and contribution after ad spend. All calculations run in your browser. The tool does not query auction prices, forecast audience size, or send your inputs to Advarde.
Your test economics
Example values are prefilled. Replace them with your assumptions.
| Scenario | CPC | Conversion rate | Sales | Customer cost | Net contribution |
|---|---|---|---|---|---|
| Downside | $2.50 | 2.25% | 4.50 | $111.11 | -$284.00 |
| Base | $2.00 | 3.00% | 7.50 | $66.67 | -$140.00 |
| Upside | $1.50 | 3.75% | 12.50 | $40.00 | $100.00 |
Downside: CPC +25%, conversion rate −25%. Upside: CPC −25%, conversion rate +25% (capped at 100%). Other inputs stay fixed. Expected values are not guaranteed outcomes.
What the calculator shows
Expected clicks equal budget divided by assumed CPC. Expected outcomes equal clicks multiplied by the click-to-conversion rate. For lead generation, the close rate translates leads into expected customers.
Break-even CPC equals contribution per customer multiplied by the probability that a click becomes a customer. Contribution after ad spend subtracts the entered media budget from expected contribution; it excludes unentered management and production costs.
Use scenarios to expose uncertainty
Compare a downside, base, and upside case. The scenario controls vary CPC and conversion rate around your base assumptions and show the changes openly. They are sensitivity checks, not confidence intervals or platform benchmarks.
Expected outcomes may be fractional because this is an average-value model. A result of 4.5 customers does not mean a campaign can produce half a customer or that it will deliver four or five.
Use the result in a test plan
Save the scenario with a date and a business-outcome definition. After launch, update it using complete observations and qualified outcomes. Keep the original assumptions for comparison.
Do not use the output as an automatic spending instruction. Review account eligibility, measurement, and the campaign proposal before committing a budget.