Campaign Economics Calculator.xlsx

	A	B	C	D	E	G	H	I	J	K	L
1				Marketing Campaign Break Even Projections and Actuals
2	Fill in the Shaded Areas			See notes below
3	Campaign #1					Campaign #2
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5	Target Revenue and Profit	Revenue		Gross Profit		Target Revenue and Profit	Revenue		Gross Profit
6	Annual	$1,000,000.00		$980,000.00		Annual	$1,000,000.00		$900,000.00
7	Monthly	$83,333.33		$81,666.67		Monthly	$83,333.33		$75,000.00
8	Weekly	$19,230.77		$18,846.15		Weekly	$19,230.77		$17,307.69
9	Daily	$2,739.73		$2,684.93		Daily	$2,739.73		$2,465.75
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11	Projections to Break Even			Actual Results		Projections to Break Even			Actual Results
12	Direct Mail Test 100			Campaign Name		Campaign Name			Campaign Name		Notes
13	Gross Profit per Sale			Sales and Profits		Gross Profit per Sale			Sales and Profits
14	Average sale	$997.00		Actual Total Sales	$2,000.00	Average sale	$597.00		Actual Total Sales	$2,000.00
15	Gross margin %	98%		Gross margin %	90%	Gross margin %	90%		Gross margin %	90%
16	Gross profit per sale	$977.06		Total Gross profits	$1,800.00	Gross profit per sale	$537.30		Total Gross profits	$1,800.00
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18	Fixed Cost of Campaign			Final Cost of Campaign		Fixed Cost of Campaign			Final Cost of Campaign
19	Ad	$850.00		Ad	$810.00	Ad	$810.00		Ad	$810.00
20	Design			Design	$100.00	Design	$100.00		Design	$100.00
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24	Total Fixed Cost of Campaign	$850.00		Total Fixed Cost of Campaign	$ 910.00	Total Fixed Cost of Campaign	$910.00		Total Fixed Cost of Campaign	$ 910.00
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26	Campaign Break-Even			Campaign Results		Campaign Break-Even			Campaign Results
27	Total Fixed Cost of Campaign	$850.00		Total Gross Profits	$1,800.00	Total Fixed Cost of Campaign	$910.00		Total Gross Profits	$1,800.00
28	Gross profit per sale	$977.06		Actual Number of Leads	100	Gross profit per sale	$537.30		Actual Number of Leads	100
29	Transactions required to break even	0.87		Actual Number of Sales	14	Transactions required to break even	1.69		Actual Number of Sales	14
30	Estimated Conversion Rate	25%		Conversion %	14%	Estimated Conversion Rate	20%		Conversion %	14%
31	Leads Needed	3.48		Average Sales Value	$142.86	Leads Needed	8.47		Average Sales Value	$142.86
32	Likely to Break Even? (Yes/No)	Yes		Average Gross Profit per Sale	$128.57	Likely to Break Even? (Yes/No)	Yes		Average Gross Profit per Sale	$128.57
33				Average Margin	90%				Average Margin	90%
34	Campaign Target Met			Campaign Profit/Loss	$890.00	Campaign Target Met			Campaign Profit/Loss	$890.00
35	Sales Required	2.8		Cost per Lead	$9.10	Sales Required	5.1		Cost per Lead	$9.10
36	Leads Required	11.2		Cost per Sale	$65.00	Leads Required	25.5		Cost per Sale	$65.00
37	Cost per Lead	$75.78				Cost per Lead	$35.69
38	Cost per Sale	$303.13		Sales needed to breakeven	7	Cost per Sale	$178.46		Sales needed to breakeven	7
39				Leads needed to breakeven	51				Leads needed to breakeven	51
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41				Sales needed to hit Target	21				Sales needed to hit Target	19
42				Leads needed to hit Target	149				Leads needed to hit Target	137
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44			Note Green is Good, Red is Not Good					Note Green is Good, Red is Not Good
45	Return on Ad Spend (ROAS)	2.20	Based on Gross Revenue			Return on Ad Spend (ROAS)	2.20	Based on Gross Revenue
46	Net Return on Ad Spend	1.98	Based on Gross Profit			Net Return on Ad Spend	1.98	Based on Gross Profit
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48	Notes: this calculator does not account for
49	1. Merchant processing fees like Stripe, PayPal, etc
50	2. Returns for credit or refunds
51	3. Any specialized software to create or manage graphics, posts, ads, etc
52	4. Lifetime Value of Client
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