Free · No signup unless noted
The tools we use
in client work.
Calculators, references, and diagnostics that earn their keep inside our engagements. Free to use, no newsletter sign-up, no follow-up sequence unless you ask for one.
Calculator · Conversion rate
Conversion Rate Calculator
Enter visitors and conversions. Returns your conversion rate plus a band reading against the medians for ecommerce, lead-gen, B2B, services, and hospitality.
Open the conversion rate calculator
Calculator · CPM
CPM Calculator
Work out CPM, cost or impressions from the other two, then see where your CPM sits against the $8 to $25 range for broad consumer Meta audiences in Australia.
Open the CPM calculator
Calculator · ROAS
ROAS Calculator
Enter ad spend, revenue, and gross margin. Returns ROAS, the break-even ROAS your margin requires, and whether the campaign is generating profit or quietly losing money.
Open the ROAS calculator
Calculator · MER and POAS
MER and POAS Calculator
Enter total revenue, total marketing spend, ad spend, platform-reported revenue and gross margin. Returns your marketing efficiency ratio and POAS, each against its break-even line.
Open the MER and POAS calculator
Calculator · Gross margin
Gross Margin Calculator
Enter revenue and cost of goods sold. Returns gross margin, gross profit, markup on cost, and the break-even ROAS your paid acquisition needs to clear.
Open the gross margin calculator
Calculator · Contribution margin
Contribution Margin Calculator
Per order: price minus cost of goods, shipping, payment fees and ad cost. Returns the margin in dollars and percent, and the most an order can carry in ad spend.
Open the contribution margin calculator
Calculator · CAC
CAC Calculator
Customer Acquisition Cost, fully loaded and blended. Returns CAC, monthly contribution per customer, and the payback period your unit economics actually allow.
Open the CAC calculator
Calculator · LTV
LTV Calculator
Customer Lifetime Value with the simple formula CFOs accept. Returns LTV, expected lifetime in months, and the LTV:CAC ratio.
Open the LTV calculator
Calculator · Combined
Full Ad Spend Calculator
All five core inputs in one place. Returns CPA, ROAS, ad spend share, contribution after overhead, and break-even ROAS together.
Open the full calculator
Download
Ad Spend Scaling Spreadsheet
The desktop spreadsheet version of the calculator, with a saturation worksheet and a CRM reconciliation template. Two-field email gate, no follow-up sequence.
Email it to me
Builder · UTM links
UTM Builder for GA4
Build tagged campaign links and copy them in one click. Checks your source, medium and campaign name against GA4's default channel rules before the link goes out.
Open the UTM builder
Pillar
Attribution reference index
All five long-form pieces in reading order. iOS 14.5, GA4, server-side GTM, Meta CAPI, and MMM vs MTA. Bookmark and send to the team.
Read the pillar
Data
Benchmarks and research
Break-even ROAS for 71 industries from ATO data, AI Overviews in Australian search, and Google Ads click costs by trade. Each with the method and a CSV.
See the benchmarks
Reference
Attribution glossary
Twenty plain-language definitions for the vocabulary that comes up on every audit. CAPI, MMM, MTA, ITP, EMQ, ROAS, deduplication, view-through, more.
Open the glossary
Diagnostic
Profit First Diagnostic
Three-question diagnostic that tells you whether your ad spend is structurally profitable or quietly losing money. Plain-English verdict in 30 seconds.
Run the diagnostic
Working with us
The tools point in the same direction the engagements do.
Each calculator and reference here is something we use inside client work. The Tracking Audit, the Attribution Fix, and the full PROFIT framework engagement all start with the same questions these tools answer for free.