Free tool · Marketing Results Calculator

What did my marketing actually bring in?

See what each new customer cost you, and what your marketing left after job costs.

Have ready: your ad spend, your real calls and how many became customers.

Your numbers

What you type in this tool stays in your browser.

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This tool needs JavaScript. Turn it on to use it. Here is what it asks for and a worked example, so you can follow the method without it.

What it asks for: a time period; whether all numbers come from the same group of people; ad spend; other marketing costs, if known; actions your ad account reported; calls, forms or messages you counted; good-fit contacts; customers; sales you can tie to the ads; job costs for those sales.

How it works: Cost per contact is spend divided by contacts. Cost per customer is total marketing cost divided by customers. What is left is sales minus job costs minus total marketing cost. Sales per $1 of ad spend is sales divided by ad spend.

Example with made-up numbers. Not a forecast. Ad cost per call, form or message: $40 ($800 divided by 20); Total marketing cost per call, form or message: $50 ($1,000 divided by 20); Total marketing cost per customer: $250 ($1,000 divided by 4); What is left after job costs and marketing: $1,400 ($4,000 minus $1,600 minus $1,000); Sales for each $1 of ad spend: $5 ($4,000 divided by $800).

See an example

What you enter
What you enter	Value
Ad spend	$800
Other marketing costs	$200
Calls, forms or messages	20
Contacts who were a good fit	10
Customers from those same contacts	4
Sales from those customers	$4,000
Job costs for those sales	$1,600

What you get
What you get	Value
Ad cost per call, form or message	$40 ($800 divided by 20)
Total marketing cost per call, form or message	$50 ($1,000 divided by 20)
Total marketing cost per customer	$250 ($1,000 divided by 4)
What is left after job costs and marketing	$1,400 ($4,000 minus $1,600 minus $1,000)
Sales for each $1 of ad spend	$5 ($4,000 divided by $800)

Use this example to see how it works. Then use your own numbers.

What this means

In this example, $1,400 is left after job costs and marketing. That money still has to cover rent, taxes and other costs. It is not profit. A high sales number does not prove the ads caused the sales.

Not sure what your result means? Talk to us →

Details: what this tool can’t do, and how we handle your information

What it can’t do

If your groups do not match, the tool will not compare them.
If you do not know your other marketing costs, the tool uses ad spend only and says so.
If a count is zero, or you have not said the sales came from your ads, some results are not available.

Your information

What you type stays in your browser unless you copy, print or download it. Do not enter phone numbers, emails or private client details. If you reload the page, your work may disappear. This describes how the tool itself works. Other scripts on this website have their own privacy rules, so read our privacy policy before you enter private business information.

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Questions

Are the actions my ad account counts the same as customers?

No. Your ad account counts actions like calls or form fills. A customer is someone who actually bought. Keep the two counts apart.

Why are some numbers not available?

Something is missing, a count is zero, the groups do not match, or you have not said where the sales came from.

Is ad spend the same as my total marketing cost?

No. Ad spend is only what you paid the ad site. Total marketing cost also includes the other costs you enter, like fees.

What to try next

Lead Cost Calculator →
Find the most you can pay for one call, form or message.
Marketing Report Translator →
Learn what the numbers in your report mean.

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