Online Ads Impact
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Welcome to the ACE Online Ads Impact Spreadsheet.
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Here, you will be able to estimate the change in welfare of farm animals brought about by your donation to online veg outreach advertisements.

To enter the amount of your donation in the green cells or if you wish to adjust the estimates made in the white cells, go to File>Make a Copy or File>Download As. If you have sources of information that improve on the sources we've cited and think we should update the master copy, please let us know.
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Low BoundBest EstimateHigh BoundSources:Comments:
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Input your donation amount here:$100For ease of use, formulas use the conversions below:
£1 = $1.55
€1 = $1.22
(For greater precision, input in $ only, converting any non-US currency to $ based on current exchange rates)
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£0
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cost per click:$0.20.190.18CPCHigher cost per click leads to lower expected benefits.
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number of clicks (NC):500.00526.32555.56
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average product limiters per click (PLC):Meat:0.0130.0210.037Survey ResultsProduct limiters are the people who reduce or eliminate their consumption of the food in question after experiencing the intervention. Our estimates are based on the number who reported stopping consumption entirely.
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Dairy:0.0030.0070.018Calculations
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Eggs:0.0080.0140.029
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number of product limiters:
(NC*PLC)
Meat:6.5011.0520.56
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Dairy:1.503.6810.00
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Eggs:4.007.3716.11
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average years of abstention per limiter (AYL):3.66.213.3Calculations
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average animal equivalents consumed per person per year (AEPY):Cow - beef:0.10.110.12Beef
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Cow - dairy:0.00560.0070.0093Dairy
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Pig:0.350.370.38Pork
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Chicken - broiler:2828.529Chicken
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Chicken - layer:0.750.80.93Eggs
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Turkey:0.770.830.9Turkey
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Farmed fish:2.072.923.72Fish
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total reduction of animals on factory farms: (NC*PLC*AYL*AEPY*CEF)Cows:0.593.8430.39Cows include those in the beef and dairy industries.
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Pigs:3.4414.4590.38
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Chickens:46.12619.165,743.09Chickens include those in the chicken and egg industries.
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Turkeys:3.0618.77164.85
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Fish:7.2786.04630.54Fish include only those from aquaculture, not wild-caught fish.
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Total:60.48742.266,659.25
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average years of life per farmed animal (AYLA):Cow - beef:11.161.83Beef
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Cow - dairy:345Dairy
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Pig:0.40.50.6Pork
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Chicken - broiler:0.1150.1230.134Chicken
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Chicken - layer:1.21.351.5Eggs
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Turkey:0.270.320.37Turkey
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Farmed fish:11.52Fish
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total reduction in factory farmed years: (NC*PLC*AYL*AEPY*AYLA*CEF)Cows:0.594.6659.37
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Pigs:1.387.2354.23
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Chickens:12.69116.961,033.62
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Turkeys:0.836.0161
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Fish:7.27129.061,261.09
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Total:22.76263.922,469.31
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Elasticity:Demand:Beef:-0.7-0.61-0.4BeefDemand Elasticity is defined as the ratio of the percentage increase in demand for a particular product (or service) to the percentage increase in the price of that product (or service).

Example: If the price of a unit of bread increased from $1 to $1.1 leading to decrease in consumption from 5 units to 4.7 units, we have percentage change in demand,(4.7-5)/5=-6% and percentage change in cost ($1.1 -$1.0)/$1.0 = 10%, and then the demand elasticity is the ratio -6/10 = -0.3
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Dairy:-2.2-0.8-0.04Dairy
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Pork:-0.9-0.75-0.65Pork
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Chicken:-1.05-0.52-0.17Chicken
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Eggs:-0.3-0.2-0.15Eggs
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Turkey:-1.05-0.52-0.17Turkey
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Fish:-1.5-1-0.8Fish
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Supply:Beef:0.230.63.24BeefSupply Elasticity represents how the production of a good (or service) changes with increase in price. It is the ratio of percentage increase in supply to the percentage increase in the price of that product (or service).

Example: If the average price of oil change went from $25 to $28 leading to a 10% increase in number of oil change specializing auto shops, then the supply elasticity is the ratio 0.1/(($28-$25)/$25) = 0.833
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Dairy:0.250.651Dairy
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Pork:0.6514.2Pork
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Chicken:0.070.220.4Chicken
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Eggs:0.525Eggs
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Turkey:0.210.260.35Turkey
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Fish:0.270.751.33Fish
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cumulative elasticity factor (CEF):Beef:0.250.50.89Derivation of the formula for cumulative elasticityCumulative Elasticity is the effect on the net supply, based on the supply and demand elasticities, when there is a shift in the original demand.

Example: If 100 people consume 25 kg of meat each every year, and 10 turn vegetarian, the decrease in original demand would be 250 kg. This is not the net decrease in supply, because the reduced demand leads to decrease in price, which increases consumption by the remaining 90, who will eat more than 25 kg now. The overall decrease would be the cumulative elasticity of the product times 250 kg.
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Dairy:0.10.450.96
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Pork:0.420.570.87
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Chicken:0.060.30.7
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Eggs:0.630.910.97
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Turkey:0.170.330.67
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Fish:0.150.430.62
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