Paid Media Performance Estimator Tool

How to Use the Tool

You can modify five key input metrics that drive campaign performance:

1. Total Spend – The advertising budget in pounds (£)
2. CPM (Cost Per Mille) – How much it costs to reach 1,000 people
3. CTR (Click-Through Rate) – The percentage of people who click on ads
4. Conversion Rate – The percentage of clicks that result in conversions
5. Donor LTV (Lifetime Value) – The average value of each converted customer

Real-Time Performance Updates

As users adjust these inputs, the tool automatically calculates and displays:

• Impressions – How many people will see the ads
• Clicks – Expected number of ad clicks
• CPC (Cost Per Click) – Average cost for each click
• Conversions – Expected number of successful conversions
• Revenue – Total expected revenue
• ROAS (Return on Ad Spend) – Revenue divided by spend

Visual Change Indicators

Each metric shows colour-coded changes compared to the baseline:

• Green values indicate improvements/increases
• Red values indicate decreases from baseline
• No colour means no change from baseline

Give it a go!

Paid Media Performance Estimator

/* Ensure the tool displays properly */ body { margin: 0; padding: 0; background-color: #111827; }

Key Features

Reset Function: Users can return all metrics to their original baseline values with the “Reset to Baseline” button.

Export Capability: The “Export CSV” button downloads a spreadsheet containing:

• Current values for all metrics
• Baseline comparison values
• Change calculations
• Formulas showing how metrics are calculated

Typical Use Cases

1. Budget Planning: “What happens if I increase my budget by 20%?”
2. Optimization Testing: “How would improving my CTR from 0.35% to 0.45% affect revenue?”
3. Platform Comparison: “Should I shift budget to a platform with lower CPM but higher CPC?”
4. Goal Setting: “What CTR do I need to achieve a 3.0 ROAS?”

Understanding the Calculations

The tool uses standard digital marketing formulas:

• Impressions = (Total Spend ÷ CPM) × 1,000
• Clicks = Impressions × CTR
• CPC = Total Spend ÷ Clicks
• Conversions = Clicks × Conversion Rate
• Revenue = Conversions × Donor LTV
• ROAS = Revenue ÷ Total Spend

This makes it perfect for scenario planning, campaign optimization, and demonstrating the impact of performance improvements to stakeholders.