Calculators

Your inputs

01 · Spend plan

You have a revenue target for next month. This works backwards from it: how many orders, how many visitors, and therefore how much ad budget you actually need.

Revenue target for the monthWhat you want the business to bill₹

Average order valueTotal revenue ÷ number of orders₹

Conversion rateOrders ÷ sessions. 1–2% is typical to start%

Cost per clickWhat you pay for one visitor from ads₹

Gross marginRevenue left after product cost%

Share of revenue from paid adsThe rest comes from organic, email, repeat%

Ad budget you need this month

—

Orders needed

—

at your average order value

Total sessions needed

—

visitors across all channels

Paid sessions to buy

—

clicks you're paying for

Cost per order (CAC)

—

ad spend ÷ paid orders

ROAS you must hit

—

paid revenue ÷ ad spend

Break-even ROAS

—

below this you lose money

•

How to phase it across the month

Weekly

Week	Budget	Per day	Expected orders

•Week 1 is deliberately lighter. New campaigns spend badly while they learn — give them a small budget for 5–7 days, kill what doesn't work, then scale into weeks 3 and 4.

Your inputs

02 · Unit economics

Before ROAS means anything, you need to know what one order actually leaves in your pocket. Fill this in once — every other number depends on it.

Selling priceListed price of a typical order₹

Average discount givenCoupons, sale price, first-order offers%

Product cost (COGS)What the goods cost you, landed₹

Shipping cost per orderWhat you pay the courier₹

Packaging & handlingBox, filler, insert, pick-pack₹

Payment gateway fee2–2.5% is normal in India%

Returns / RTO ratePrepaid ~5%, COD can be 25%+%

Profit margin you wantAfter ads, before salaries and rent%

You keep this much per order, before ads

—

Net price after discount

—

what the customer actually pays

Total cost per order

—

goods, shipping, fees, returns

Break-even ROAS

—

spend more than this and you lose money

ROAS for your target profit

—

to hit the margin you asked for

Most you can pay per order

—

at break-even

Cost of returns per order

—

spread across all orders

•

Read this one first. Almost every "my ads aren't working" problem is really a unit-economics problem. If break-even ROAS is above 3, ads will feel impossible — fix price, product cost or returns before touching the ad account.

Your inputs

03 · Customer value

A customer is worth more than their first order — if they come back. This tells you the most you can safely pay to acquire one, and how long it takes to get that money back.

Profit per orderFrom calculator 02 — what you keep before ads₹

Orders per customer in 12 months1.0 means nobody comes back×

What you pay per customer nowAd spend ÷ new customers₹

Healthy value-to-cost ratio3× is the usual rule of thumb×

A customer is worth this over 12 months

—

Break-even on order one

—

pay this and you make nothing, lose nothing

Comfortable target CAC

—

at your chosen ratio

Your current ratio

—

12-month value ÷ what you pay

Payback

—

orders before you're square

•

If you're just starting, assume 1.0 orders per customer. You have no repeat data yet, and planning on repeat purchases you haven't seen is the fastest way to overspend.

Your inputs

04 · Levers

Revenue is only ever three numbers multiplied together: visitors × conversion rate × order value. This shows what a 10% improvement in each is worth, so you work on the one that pays.

Sessions last monthVisitors to your store

Conversion rateOrders ÷ sessions%

Average order value₹

Improvement to testHow much better each lever gets%

Cost per clickOnly used to price the traffic route₹

Revenue today

—

More traffic

—

Better conversion

—

Higher order value

—

•

All three together

Compounding

Revenue if all three improve

—

the levers multiply, they don't add

Extra revenue vs today

—

per month

Work out the plan before you spend

Your inputs

How to phase it across the month

Your inputs

Your inputs

Your inputs

All three together