Marketing ROI & ROAS
Is the spend working? Enter a month of spend, revenue, customers and margin, and see your ROAS against the break-even ROAS your margin demands.
Open the calculatorFree tools
Free marketing calculators, an SEO audit and a brand kit
no sign-up, no email, nothing kept
Four calculators that answer the questions clients ask us most often - is this spend working, what will this budget buy, what does a seat really cost, and how long until the site pays for itself. A free SEO audit that checks any page against twenty-one of the things Google asks for. A planner that turns six answers about the business into an order of work and the budget it starts from. And a builder that turns one colour into a working brand guideline.
The tools
Pick the question you are trying to answer
Each calculator uses the standard formula for its metric, shows its working, and updates as you type. The SEO audit fetches the page you name and reports what it finds. The planner and the brand builder ask a short set of questions and hand back something you can print.
Ad Budget Planner
What will this budget buy? Turn a monthly spend into clicks, enquiries and customers, and see the cost per enquiry before you launch.
Open the calculatorBPO Cost Comparison
What does a seat really cost? Compare a fully loaded in-house seat with an outsourced rate, and find the rate at which the two are equal.
Open the calculatorWebsite ROI & Payback
How long until the site pays for itself? Turn traffic, conversion rate and deal value into a payback period and a first-year return.
Open the calculatorFree SEO Audit
Paste any page address and get a plain-English report on what search engines can and cannot do with it.
Run the checkWhat your business needs, and what it starts at
Answer six questions and get the services worth doing first, in what order, how long they take, and the budget they start from.
Build my planA brand guideline in two minutes
Answer a few questions and pick one colour. Get a palette with contrast checked, a type scale, a voice and rules for using your mark.
Build my guidelineEverything you type is worked out in your browser and never reaches us. The SEO audit is the one tool that needs our server, because a browser cannot fetch somebody else's page - and even then, neither the address nor the report is stored.
The method
How these free tools work
Seven things worth knowing before you trust a number on this page.
Everything except the SEO audit runs in your own browser
The figures and answers you type are never posted to our server, never written to a database and never passed to a third party.
The SEO audit is the one exception, and only because it has to be
A browser cannot fetch somebody else's page, so you give it an address, our server requests that page once, and the report comes straight back to you. Nothing about the page or the report is written down.
These pages count visits, not people
Like the rest of the site they use Google Analytics, which records that a page was viewed - the calculator fields are marked so that nothing typed into them is captured, and no result is ever attached to a visit.
The formulas are the standard ones, not our own
ROAS is revenue divided by spend, CAC is spend divided by new customers, break-even ROAS is one divided by gross margin, and payback is a one-off cost divided by the monthly gross profit it produces.
The starting figures are illustrative
Replace every one of them with your own before you read anything into the result.
A calculator models one month at steady state
It does not know about seasonality, a sales cycle longer than a month, or the lag between spend and revenue.
Gross margin, not revenue, is what pays for marketing
Every tool here works in gross profit for that reason.
FAQ
About these tools
1Do you store what I type?
Not in the tools that run in your browser. The four calculators, the planner and the brand builder are JavaScript running inside your browser: what you type is never posted to our server, never written to a database and never sent to anyone else. There is no email field on any of them. The SEO audit does send one thing - the address you ask it to check - because our server has to fetch that page for you. It is checked and answered in the same request, and neither the address nor the report is kept afterwards.
2Does the site track me on these pages?
These pages count visits the same way every other page on the site does, through Google Analytics - which records that a page was viewed, not what was typed on it. The calculator fields carry the standard opt-out attributes that session-recording tools honour, so the figures you enter stay out of any recording as well.
3Do I have to give my email to see the result?
No. The result appears as you type, in full. If you want to talk it through afterwards there is a contact form, but the tool is not behind it.
4Where do the formulas in these free marketing calculators come from?
From the standard definitions rather than from us. Each calculator works in gross margin because that, not revenue, is what pays for marketing, and each page names the formula it uses so you can check it against your own accounting.
5How accurate are these?
The arithmetic is exact. The answer is only as good as the figures you put in - and most of the uncertainty in a marketing forecast sits in the conversion rate and the margin, not in the formula. Treat the output as a model, not a prediction.
6Can I keep a copy?
Yes. Every tool here has a print button that produces a clean page you can save as a PDF. The calculators also copy your inputs and results to the clipboard as plain text, and the SEO audit, the planner and the brand builder each download as a single self-contained file.
7Can I use a different currency?
The symbol is set site-wide and applies to every money field. The maths is currency-agnostic, so as long as you keep every figure in the same currency the result is correct.
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