Act on the result
Use campaign contribution, CAC and allowable total spend to approve or cap media spend for the comparison period.
Educational only: Business decision support, not accounting, tax or legal advice.
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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 translating traffic and conversion into contribution economics.
Outputs
Expected customers, CAC, campaign contribution and spend ceilings.
Start here
Use contribution per customer rather than revenue.
Use a different tool when: Do not use this to evaluate total campaign contribution after incrementality and campaign cost; use Campaign Profitability Planner for that decision. Use this tool to translate traffic and conversion assumptions into contribution and allowable acquisition spend.
Cash & growth
Conversion Economics: expected customers
Expected customers, CAC, campaign contribution and spend ceilings.
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
Visits in one comparison period.
Expected customer conversion.
Contribution, not revenue. Use one consistent currency and indirect-tax basis.
Variable acquisition spend. Use one consistent currency and indirect-tax basis.
Fixed campaign or tooling cost. Use one consistent currency and indirect-tax basis.
Decision result
Every result is produced by the registered customer and marketing engine.
- Expected Customers
- 200
- Gross Contribution
- 6,000.00
- Total Acquisition Cost
- 2,000.00
- Campaign contribution
- 4,000.00
- CAC
- 10.00
- Allowable Total Spend
- 6,000.00
- Allowable Cost Per Visit
- 0.60
Scenario comparison
Each row names the assumption axis changed from the baseline.
ScenarioResultDifference
Entered scenario4,000.00Baseline
Lower Conversion rate1,000.00Not available
Higher Conversion rate7,000.00Not 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.
Expected Customers
Expected Customers
traffic × conversion rate200 unitsResult200
Reports units for the declared cohort and period using the entered attribution and contribution basis. The engine retains raw precision; formatting never feeds calculation.
Conversion Economics Planner formulas →Inputs used by these formula steps
- Expected CustomersTraffic
- 10,000
- Expected CustomersConversion Rate
- 0.02
- Expected CustomersContribution Per Customer
- 30
- Expected CustomersMedia Spend
- 2,000
- Expected CustomersFixed Acquisition Cost
- 0
Gross Contribution
Gross Contribution
expected customers × contribution per customer6,000.00Result6,000.00
Reports money for the declared cohort and period using the entered attribution and contribution basis. The engine retains raw precision; formatting never feeds calculation.
Conversion Economics Planner formulas →Inputs used by these formula steps
- Gross ContributionTraffic
- 10,000
- Gross ContributionConversion Rate
- 0.02
- Gross ContributionContribution Per Customer
- 30
- Gross ContributionMedia Spend
- 2,000
- Gross ContributionFixed Acquisition Cost
- 0
Total Acquisition Cost
Total Acquisition Cost
media spend + fixed acquisition cost2,000.00Result2,000.00
Reports money for the declared cohort and period using the entered attribution and contribution basis. The engine retains raw precision; formatting never feeds calculation.
Conversion Economics Planner formulas →Inputs used by these formula steps
- Total Acquisition CostTraffic
- 10,000
- Total Acquisition CostConversion Rate
- 0.02
- Total Acquisition CostContribution Per Customer
- 30
- Total Acquisition CostMedia Spend
- 2,000
- Total Acquisition CostFixed Acquisition Cost
- 0
Campaign contribution
Campaign Contribution
gross contribution − total acquisition cost4,000.00Result4,000.00
Reports money for the declared cohort and period using the entered attribution and contribution basis. The engine retains raw precision; formatting never feeds calculation.
Conversion Economics Planner formulas →Inputs used by these formula steps
- Campaign ContributionTraffic
- 10,000
- Campaign ContributionConversion Rate
- 0.02
- Campaign ContributionContribution Per Customer
- 30
- Campaign ContributionMedia Spend
- 2,000
- Campaign ContributionFixed Acquisition Cost
- 0
CAC
CAC
total acquisition cost ÷ expected customers10.00Result10.00
Reports money for the declared cohort and period using the entered attribution and contribution basis. The engine retains raw precision; formatting never feeds calculation.
Conversion Economics Planner formulas →Inputs used by these formula steps
- CACTraffic
- 10,000
- CACConversion Rate
- 0.02
- CACContribution Per Customer
- 30
- CACMedia Spend
- 2,000
- CACFixed Acquisition Cost
- 0
Allowable Total Spend
Allowable Total Spend
gross contribution6,000.00Result6,000.00
Reports money for the declared cohort and period using the entered attribution and contribution basis. The engine retains raw precision; formatting never feeds calculation.
Conversion Economics Planner formulas →Inputs used by these formula steps
- Allowable Total SpendTraffic
- 10,000
- Allowable Total SpendConversion Rate
- 0.02
- Allowable Total SpendContribution Per Customer
- 30
- Allowable Total SpendMedia Spend
- 2,000
- Allowable Total SpendFixed Acquisition Cost
- 0
Allowable Cost Per Visit
Allowable Cost Per Visit
contribution per customer × conversion rate0.60Result0.60
Reports money for the declared cohort and period using the entered attribution and contribution basis. The engine retains raw precision; formatting never feeds calculation.
Conversion Economics Planner formulas →Inputs used by these formula steps
- Allowable Cost Per VisitTraffic
- 10,000
- Allowable Cost Per VisitConversion Rate
- 0.02
- Allowable Cost Per VisitContribution Per Customer
- 30
- Allowable Cost Per VisitMedia Spend
- 2,000
- Allowable Cost Per VisitFixed Acquisition Cost
- 0
Inputs used
- Traffic
- 10,000
- Conversion Rate
- 0.02
- Contribution Per Customer
- 30
- Media Spend
- 2,000
- Fixed Acquisition Cost
- 0
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.
| Parameter | Meaning | Unit | Allowed values | Presence | Default |
|---|---|---|---|---|---|
| contributionPerCustomer | Contribution, not revenue. Use one consistent currency and indirect-tax basis. | currency units/converted customer | 0 to 10000000 | Required | 30 |
| conversionRate | Expected customer conversion. | decimal share of visits converting to customers | 0 to 1 | Required | 0.02 |
| fixedAcquisitionCost | Fixed campaign or tooling cost. Use one consistent currency and indirect-tax basis. | currency units/comparison period | 0 to 10000000 | Required | 0 |
| mediaSpend | Variable acquisition spend. Use one consistent currency and indirect-tax basis. | currency units/comparison period | 0 to 10000000 | Required | 2000 |
| traffic | Visits in one comparison period. | visits/comparison period | 0 to 100000000 | Required | 10000 |
Conversion Economics: expected customers
Campaign contribution translates the entered traffic and conversion rate into customers before subtracting acquisition cost.
Formula summary
- Primary formula
- campaign contribution = traffic × conversion × contribution per customer − acquisition cost
Data used here
- The estimate uses your inputs and the general business formula documented in the methodology.
Decision checks
Stress-test the decision
Retest conversion rate as a percentage of visits and contribution per customer in currency units per converted customer.
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 contribution translates the entered traffic and conversion rate into customers before subtracting acquisition cost.
Educational estimate, not advice. See all assumptions & limitations →
Related reading
Guides to interpret the decision and its assumptions.
- How Conversion Rate Changes Profit, Not Just Revenue
Follow traffic through expected customers, contribution, acquisition cost and CAC in a bounded sensitivity example.
Read guide
Frequently asked questions
How do I translate traffic and conversion assumptions into contribution and allowable acquisition spend?
Use campaign contribution, CAC and allowable total spend to approve or cap media spend for the comparison period.
Which planning assumptions should I stress-test?
Compare a plausible alternative scenario and verify the decision-critical assumption that changes the plan most.