Funnel Calculator For Media Plan
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Instructions
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Start with your specific target - Example: 50 sales of the standard subscription package per month
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Fill out all the boxes highlighted in yellow.
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The sheet will then calculate the figures for each combination of cost per click and conversion rate (low, mid, high) to help with your analysis and campaign planning
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If you don't have one of the offers listed then simply leave this cell blank with a dollar value of $0
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When entering the conversion rates, always use a conversion rate based on the initial number of clicks; as opposed to the conversion rate of people who took the previous offer converting to the next offer in the sequence.
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Analyse the data against your target:
- Approximately how much do you need to spend in order to achieve the target?
- How likely is this to work commercially?
- What do the numbers need to be in order for the campaign to generate a positive return?
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THE FUNDAMENTALSPRODUCT AND CONVERSION RATEEntry OfferMain OfferUpsell or Cross-sell OfferDownsell Offer
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Media Budget$10,000.00ProductFree TrialSoftware SubscriptionPlatinum Level SubscriptionN/A
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Agency Fees$2,500.00Price$0.00$360$140$0.00
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Average CPC Low$0.75Conversion Rate Low2.00%0.50%0.10%1.00%
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Average CPC Mid$1.00Conversion Rate Mid3.00%1.00%0.20%2.00%
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Average CPC High$1.25Conversion Rate High4.00%1.50%0.50%3.00%
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Number of Clicks Low CPC13333
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Number of Clicks Mid CPC10000
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Number of Clicks High CPC8000
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CRITICAL NUMBERSEntry OfferMain OfferUpsell or Cross-sell OfferDownsell OfferAcquisition Funnel TOTAL Acquisition Funnel GROSS RETURN
(Revenue - Spend)
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Conversions Low CPC, Low C.Rate2676713133480
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Revenue$0.00$24,000.00$1,866.67$0.00$25,866.67$13,366.67
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Conversions Low CPC, Mid C.Rate40013327267827
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Revenue$0.00$48,000.00$3,733.33$0.00$51,733.33$39,233.33
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Conversions Low CPC, High C.Rate533200674001200
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Revenue$0.00$72,000.00$9,333.33$0.00$81,333.33$68,833.33
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Conversions Mid CPC, Low C.Rate2005010100360
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Revenue$0.00$18,000.00$1,400.00$0.00$19,400.00$6,900.00
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Conversions Mid CPC, Mid C.Rate30010020200620
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Revenue$0.00$36,000.00$2,800.00$0.00$38,800.00$26,300.00
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Conversions Mid CPC, High C.Rate40015050300900
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Revenue$0.00$54,000.00$7,000.00$0.00$61,000.00$48,500.00
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Conversions High CPC, Low C.Rate16040880288
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Revenue$0.00$14,400.00$1,120.00$0.00$15,520.00$3,020.00
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Conversions High CPC, Mid C.Rate2408016160496
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Revenue$0.00$28,800.00$2,240.00$0.00$31,040.00$18,540.00
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Conversions High CPC, High C.Rate32012040240720
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Revenue$0.00$43,200.00$5,600.00$0.00$48,800.00$36,300.00
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