Funnel Math Calculator
A free funnel math calculator that turns traffic, opt-in rate, conversion rate, price and ad spend into leads, sales, cost per lead, CPA, ROAS and profit.
Every funnel comes down to the same math: how many clicks turn into leads, how many leads turn into sales, and whether the revenue from those sales beats what you spent on ads. This funnel math calculator does that math live as you type, so you can test different scenarios — a higher price, a better opt-in rate, more ad spend — before you commit real budget to any of them.
Leads
600.0
Sales
18.00
Revenue
$3,546.00
Cost per lead
$2.50
Cost per acquisition
$83.33
ROAS
2.36x
Profit
$2,046.00
How to use this
Pull your clicks and ad spend straight from your ad platform's reporting. Use your landing page's real opt-in rate if you have it, or a conservative 20-30% if you're estimating. For sales conversion, use the percentage of leads (not clicks) who actually buy — this is usually a single-digit percentage for cold traffic. Once you have real numbers running, compare ROAS against your break-even point: if your margins need 3x to be healthy and you're seeing 1.5x, the funnel needs work before you scale spend.
Frequently asked questions
What's a good opt-in rate?
For cold traffic landing on a simple lead-magnet page, 20-40% is common. Highly targeted traffic or a very specific offer can push higher; broad, unqualified traffic usually sits lower. Test your own page rather than assuming a benchmark.
What's a healthy ROAS?
It depends on your margins, but most direct-response businesses treat 2x-3x as break-even-to-healthy once you count fulfillment and overhead, not just ad spend. Anything under 1x means you're losing money on the funnel before other costs.
Does this include email or organic traffic?
This calculator assumes all traffic came from the ad spend you enter. If a meaningful share of your leads or sales came from organic or referral traffic, your real cost per lead and CPA will be lower than shown here.
Why does profit ignore fulfillment cost?
Profit here is revenue minus ad spend only — it's funnel profit, not net business profit. Subtract your cost of goods, fulfillment, and team time separately to get true net profit.
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