Calculate your sales revenue and further performance metrics based on your marketing variables. Best to use for B2C or DTC brands.
How the funnel simulator works
The calculator is defided into three funnel steps:
- Awareness (TOFU): Typical your inbound media channels where you book exposure. There are two options: To directly enter the impressions you genrate or let it calculate via budget input and a CPM. Chosing the 2nd options also unlocks further performance metrics calulated in the lower funnel.
- Considertion (MOFU): Typically your website visitors or visitore of other owned channels.
- Sales (BOFU): The point of the transaction, typically a (online) shop. Enter here the avagere sales or basket size to calculate the total revenue.
Between eacht step there is a convertion rate to enter that determines the % of the previous stage gets to the next one.
Be aware: This is just a very simplified model for orientation. In order to get a more realistic view you have to include different channels and as weel user cohorts to make adequat business decisions. Use it for the start and digg deeper. If you need adtional suppport – we are here to help.
Terms explained
TOFU, MOFU, BOFU: means the funnel stage respectivly to their order: Top, Middle, Bottom funnel. There are many others terms used for funnels and funnel concepts in the marketing world, but those seem rather popular at the moment.
CPM: Cost per mile = is the average cost for achieving 1,000 advertisement impressions
CAC: Customer Acquisition Costs = the costs it takes to aquire 1 customer
Break even: the number of quantities to be sold to be net positive. Caution: this is just the break even of your marketing costs. For a real and full picture you need to include also all other costs to a calculation (eg. cost of goods sold, etc.)