Build a budget from business outcomes—not guesswork.
Turn revenue, margin and funnel assumptions into a transparent campaign plan with estimated spend, traffic, orders, CAC, ROAS and ROMI.
Campaign budget and return scenario
Change any input. Results update immediately and stay on this device only. Currency is Indian rupees (₹).
2. Campaign overhead
Add costs beyond paid media.
Your planning scenario
Projected from the assumptions entered.
Channel allocation forecaster
Split the estimated media spend and pressure-test channel-level CPC and conversion.
| Channel | Budget share | Avg. CPC | Conversion | Budget | Clicks | Orders | Revenue |
|---|---|---|---|---|---|---|---|
| Paid Search | % | ₹ | % | — | — | — | — |
| Paid Social | % | ₹ | % | — | — | — | — |
| Display & Video | % | ₹ | % | — | — | — | — |
| Affiliate | % | ₹ | % | — | — | — | — |
| Forecast total | — | — | — | — | |||
Channel forecasts are directional. They use last-click-style conversion assumptions and do not account for overlap, assisted conversions, incrementality or offline outcomes.
How to read the campaign plan
Required orders and traffic
Required orders equal the revenue target divided by average order value. Required traffic equals orders divided by conversion rate. Media spend then multiplies that traffic requirement by average cost per click.
ROAS versus ROMI
ROAS is revenue divided by media spend. It is useful for channel optimization but ignores creative, technology, agency and fulfilment economics. ROMI in this calculator is (gross profit minus total campaign cost) divided by total campaign cost. This is deliberately stricter because it accounts for margin and non-media campaign costs.
Customer acquisition cost and allowable CAC
Blended CAC divides total campaign cost by orders. The simplified allowable CAC shown here equals average order value multiplied by gross margin. It assumes one order and excludes overhead beyond the campaign; use customer lifetime value when repeat purchases are reliable.
Planning checklist
- Use a realistic conversion rate from the same landing experience, audience and device mix.
- Separate revenue from gross profit—high ROAS can still destroy value when margins are thin.
- Add production, platform, agency and promotional costs instead of treating media as the full budget.
- Create conservative and upside copies of the exported plan before final approval.
- Replace projections with actuals during and after the campaign to improve the next planning cycle.
Frequently asked questions
How is campaign ROAS calculated?
ROAS equals campaign revenue divided by media spend. A 4× ROAS means four rupees in revenue for each rupee of media spend.
What is the difference between ROAS and ROMI?
ROAS looks only at revenue versus media spend. ROMI looks at profit after cost of goods versus the full campaign cost, making it a more commercial measure.
What is break-even ROAS?
The simplified break-even ROAS is 1 divided by gross margin as a decimal. At 40% gross margin, break-even ROAS is 2.5× before non-media costs.
Does the calculator predict guaranteed results?
No. It creates a planning scenario from your assumptions. Actual performance depends on auction costs, creative quality, targeting, offer, conversion experience, attribution and market conditions.
Move from planning to execution.
Use another free resource to build the customer journey or report the weekly result.