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Primary formula: campaign profit = attributed customers × incrementality × contribution − total campaign cost
Duc Nguyen X.By Duc Nguyen X.· Founder, Margin101Last reviewed: View update historyMethodology

Educational only: Business decision support, not accounting, tax or legal advice.

Privacy: No account is required. Tool inputs and results stay in this browser. Anonymous categorical usage analytics send only governed page, tool, cluster and action identifiers; tool inputs and results are never sent. Error monitoring is disabled. Optional saved state stays only on this device.

Update policy: Reviewed when formulas or official dependencies change.

Scope: Market-neutral small-business planning using your own assumptions.

What this planner helps you decide

Best for

Teams evaluating a campaign after incrementality and all campaign cost.

Outputs

Incremental contribution, campaign profit, ROI and break-even customers.

Start here

Enter incrementality as an explicit assumption, not a causal fact.

Use a different tool when: Do not use this to set a sustainable affiliate commission after returns and incrementality; use Affiliate Commission Profit Planner for that decision. Use this tool to evaluate total campaign contribution after incrementality and campaign cost.

Cash & growth

Campaign Profitability: incremental contribution

Incremental contribution, campaign profit, ROI and break-even customers.

Amounts use the same currency as your inputs. No currency conversion is performed.

Decision assumptions

Use one consistent period, contribution and currency basis.

Your numbers stay in this browser

currency units

Campaign media spend. Use one consistent currency and indirect-tax basis.

currency units

Creative or other fixed cost. Use one consistent currency and indirect-tax basis.

Whole customers attributed under your chosen method.

%

User-entered incremental share; not a causal claim.

currency units

Contribution, not revenue. Use one consistent currency and indirect-tax basis.

Decision result

Every result is produced by the registered customer and marketing engine.

Preparing export actions…
Incremental Customers
140
Incremental Contribution
5,600.00
Total Campaign Cost
3,500.00
Campaign profit
2,100.00
Roi
60%
Break Even Incremental Customers
88
Required Attributed Customers
125

Scenario comparison

Each row names the assumption axis changed from the baseline.

ScenarioResultDifference
Entered scenario2,100.00Baseline
Lower Incrementality rate1,540.00Not available
Higher Incrementality rate2,660.00Not available

Save these results, change an input, then compare the updated figures with this baseline.

The baseline is temporary in this tab and is not added to shared scenario links or generated reports.

Calculation details

View calculation detailsView the formulas and inputs used for these results.

Incremental Customers

Incremental Customersattributed customers × incrementality140 units
Result140

Reports units for the declared cohort and period using the entered attribution and contribution basis. The engine retains raw precision; formatting never feeds calculation.

Campaign Profitability Planner formulas →
Inputs used by these formula steps
Incremental CustomersMedia Spend
3,000
Incremental CustomersFixed Campaign Cost
500
Incremental CustomersAttributed Customers
200
Incremental CustomersIncrementality Rate
0.7
Incremental CustomersContribution Per Incremental Customer
40

Incremental Contribution

Incremental Contributionincremental customers × contribution5,600.00
Result5,600.00

Reports money for the declared cohort and period using the entered attribution and contribution basis. The engine retains raw precision; formatting never feeds calculation.

Campaign Profitability Planner formulas →
Inputs used by these formula steps
Incremental ContributionMedia Spend
3,000
Incremental ContributionFixed Campaign Cost
500
Incremental ContributionAttributed Customers
200
Incremental ContributionIncrementality Rate
0.7
Incremental ContributionContribution Per Incremental Customer
40

Total Campaign Cost

Total Campaign Costmedia spend + fixed campaign cost3,500.00
Result3,500.00

Reports money for the declared cohort and period using the entered attribution and contribution basis. The engine retains raw precision; formatting never feeds calculation.

Campaign Profitability Planner formulas →
Inputs used by these formula steps
Total Campaign CostMedia Spend
3,000
Total Campaign CostFixed Campaign Cost
500
Total Campaign CostAttributed Customers
200
Total Campaign CostIncrementality Rate
0.7
Total Campaign CostContribution Per Incremental Customer
40

Campaign profit

Campaign Profitincremental contribution − total campaign cost2,100.00
Result2,100.00

Reports money for the declared cohort and period using the entered attribution and contribution basis. The engine retains raw precision; formatting never feeds calculation.

Campaign Profitability Planner formulas →
Inputs used by these formula steps
Campaign ProfitMedia Spend
3,000
Campaign ProfitFixed Campaign Cost
500
Campaign ProfitAttributed Customers
200
Campaign ProfitIncrementality Rate
0.7
Campaign ProfitContribution Per Incremental Customer
40

Roi

Roicampaign profit ÷ total campaign cost0.6 percent
Result60%

Reports percent for the declared cohort and period using the entered attribution and contribution basis. The engine retains raw precision; formatting never feeds calculation.

Campaign Profitability Planner formulas →
Inputs used by these formula steps
RoiMedia Spend
3,000
RoiFixed Campaign Cost
500
RoiAttributed Customers
200
RoiIncrementality Rate
0.7
RoiContribution Per Incremental Customer
40

Break Even Incremental Customers

Break Even Incremental Customersceil(total cost ÷ contribution per incremental customer)88 units
Result88

Reports units for the declared cohort and period using the entered attribution and contribution basis. The engine retains raw precision; formatting never feeds calculation.

Campaign Profitability Planner formulas →
Inputs used by these formula steps
Break Even Incremental CustomersMedia Spend
3,000
Break Even Incremental CustomersFixed Campaign Cost
500
Break Even Incremental CustomersAttributed Customers
200
Break Even Incremental CustomersIncrementality Rate
0.7
Break Even Incremental CustomersContribution Per Incremental Customer
40

Required Attributed Customers

Required Attributed Customersceil(break-even incremental customers ÷ incrementality)125 units
Result125

Reports units for the declared cohort and period using the entered attribution and contribution basis. The engine retains raw precision; formatting never feeds calculation.

Campaign Profitability Planner formulas →
Inputs used by these formula steps
Required Attributed CustomersMedia Spend
3,000
Required Attributed CustomersFixed Campaign Cost
500
Required Attributed CustomersAttributed Customers
200
Required Attributed CustomersIncrementality Rate
0.7
Required Attributed CustomersContribution Per Incremental Customer
40

Inputs used

Media Spend
3,000
Fixed Campaign Cost
500
Attributed Customers
200
Incrementality Rate
0.7
Contribution Per Incremental Customer
40

Marketing budget break-even

Solve the media-spend ceiling before committing a campaign while preserving fixed cost and your target contribution.

currency units
currency units
currency units
Maximum media spend
9,000.00
Maximum cost per conversion
30.00

Calculation details

View calculation detailsView the formulas and inputs used for these results.

Maximum media spend

Maximum media spendmax(0, expected conversions × contribution − fixed cost − target contribution)9,000
Result9,000.00

Calculated only from editable, market-neutral owner-module assumptions. The engine retains raw precision; display rounding never feeds calculation.

Owner methodology →
Inputs used by these formula steps
Maximum media spendExpected Conversions
300
Maximum media spendContribution
50
Maximum media spendFixed Cost
1,000
Maximum media spendTarget Contribution
5,000

Maximum cost per conversion

Maximum cost per conversionmaximum media spend ÷ expected conversions30
Result30.00

Calculated only from editable, market-neutral owner-module assumptions. The engine retains raw precision; display rounding never feeds calculation.

Owner methodology →
Inputs used by these formula steps
Maximum cost per conversionExpected Conversions
300
Maximum cost per conversionContribution
50
Maximum cost per conversionFixed Cost
1,000
Maximum cost per conversionTarget Contribution
5,000

Inputs used

expectedConversions
300
contribution
50
fixedCost
1,000
targetContribution
5,000
Open this calculator with preset values

This calculator supports documented, shareable scenario URLs. Compatible assistants and applications can construct links using the parameters below.

Scenario links contain only allowlisted numeric and closed-choice inputs shown in the URL; Margin101 excludes free text and identifying fields. Anyone you share the URL with can read those numbers, so do not include private or identifying data.

Example: https://margin101.com/tools/campaign-profitability/?sv=1&attributedCustomers=200&contributionPerIncrementalCustomer=40&fixedCampaignCost=500&incrementalityRate=0.7&mediaSpend=3000

ParameterMeaningUnitAllowed valuesPresenceDefault
attributedCustomersWhole customers attributed under your chosen method.attributed customers/campaign0 to 100000000Required200
contributionPerIncrementalCustomerContribution, not revenue. Use one consistent currency and indirect-tax basis.currency units/incremental customer0 to 10000000Required40
fixedCampaignCostCreative or other fixed cost. Use one consistent currency and indirect-tax basis.currency units/campaign0 to 10000000Required500
incrementalityRateUser-entered incremental share; not a causal claim.decimal share of attributed customers0 to 1Required0.7
mediaSpendCampaign media spend. Use one consistent currency and indirect-tax basis.currency units/campaign0 to 10000000Required3000

Campaign Profitability: incremental contribution

Campaign profit applies the entered incrementality assumption to attributed customers before subtracting all campaign costs.

Formula summary

Primary formula
campaign profit = attributed customers × incrementality × contribution − total campaign cost

Read the full methodology

Data used here

  • The estimate uses your inputs and the general business formula documented in the methodology.

Decision checks

Act on the result

Approve, resize or reject the campaign using campaign profit and break-even incremental customers.

Stress-test the decision

Retest incrementality rate as a percentage of attributed customers and contribution per incremental customer in currency units.

When this estimate can be misleading

  • Attribution, incrementality, conversion and retention are user-entered assumptions, not causal claims or forecasts.
  • Use one consistent period, currency, contribution and indirect-tax basis.
  • This is educational decision support, not financial, tax, legal or accounting advice.
  • Campaign profit applies the entered incrementality assumption to attributed customers before subtracting all campaign costs.

Educational estimate, not advice. See all assumptions & limitations →

Related reading

Guides to interpret the decision and its assumptions.

Frequently asked questions

How do I evaluate total campaign contribution after incrementality and campaign cost?

Approve, resize or reject the campaign using campaign profit and break-even incremental customers.

Which planning assumptions should I stress-test?

Compare a plausible alternative scenario and verify the decision-critical assumption that changes the plan most.