Tools

PURE/RAPID / COMMERCIAL TOOLSMADE FOR REAL BUSINESS DECISIONS

SIX DECISIONS. NO GENERIC BENCHMARKS.

Know what works.
Know what pays.

The numbers can look brilliant while the business makes nothing. Find out what your marketing really needs to deliver, where the money goes and what you should question next.

Not sure where to start? Find your first priority
06/06

One business. Six better decisions.

NO LOGIN. NO EMAIL GATE. NO UNIVERSAL ‘GOOD’ SCORE.
UNDERSTAND THE INPUTSPRESSURE-TEST THE ASSUMPTIONSMAKE THE NEXT DECISION
YOUR BUSINESS IS NOT A BENCHMARK.

Start with a question.
Leave with a clearer decision.

Start with the first tool if you are unsure what you need. Each one explains the words, the numbers and the sensible next step. Examples are clearly labelled; unknown figures stay unknown. No email address needed.

THE TOOL COLLECTION / 06

Open one tool at a time. Start with the question that matters most or use the floating Tools menu to switch without endless scrolling.

New to these numbers? A 30-second explanation
ROAS

Sales an advertising platform reports for each £1 spent. It is not profit.

CAC

What acquiring one genuinely new paying customer costs.

LTV

Customer value over a stated period. We use contribution after direct costs, not sales alone.

Contribution

Money left after the costs that vary with sales, and after any marketing costs included in the result. Not net profit.

Payback

When accumulated customer contribution recovers what you paid to acquire them.

Incrementality

Extra sales that happened because of marketing, rather than sales that would have happened anyway.

01 / YOUR NEXT MOVE Where Should I Invest Next? Find the next constraint before buying more marketing. Answer plain-English questions about your business. Get a sensible first priority, what to avoid and what evidence to check next.2–3 MIN · FREE · NO SIGN-UP
ONE GOOD PRIORITY BEATS FIVE RANDOM ACTIVITIES.

Not sure where your next marketing pound should go?

No sales pitch disguised as a diagnosis. We take the position and limits you report, then suggest one useful area to investigate first.

PLAIN ENGLISH FIRSTREAL ASSUMPTIONS SECONDNO SIGN-UP REQUIRED
01 / YOUR NUMBERSILLUSTRATIVE EXAMPLE

Start with what you know.

Use one consistent period and real figures where possible. You can change every input. Explanations sit underneath each question.

Select your main source of revenue.

Think about actual paid customers, not the age of the company.

Choose the single biggest issue right now.

Total additional marketing spend, including fees and media. Not turnover.

Could you reconcile spend, new customers and contribution?

Think about stock, sales follow-up, staff and quality.

This frames what the next test should deliver.

Free and immediate. This tool calculates locally and does not send or save your figures. Your website privacy settings still apply.

02 / YOUR COMMERCIAL READOUTILLUSTRATIVE

What the numbers actually say.

Change the example figures to understand the economics of your own business.

Your measure—
Your measure—
Your measure—
Your measure—
WHAT TO CHECK BEFORE ACTING
  1. Keep your figures within one consistent period.
  2. Check which values are measured and which are assumptions.
  3. Choose a commercially sensible next step.
NEXT SENSIBLE STEP

Complete the figures, then test the decision against your own data.

Scenario calculations are not a forecast and do not establish advertising incrementality.

03 / SHOW THE WORKINGHow was this calculated, and what does it leave out?

The figures behind this decision

Commercial measure
—
Commercial measure
—
Commercial measure
—
Commercial measure
—

The calculation

This is a transparent rules-based triage. It prioritises validation for an unproven offer, capacity when operations are constrained, conversion and retention where reported, reliable measurement before scaling, and controlled acquisition when the basics are in place.

What the result cannot prove

It does not inspect your accounts or compare channel demand. Use the result to choose what to verify, not as proof that a particular service is right.

SELF-REPORTED FIGURES
KEEP THE EVIDENCE

Save your inputs, results and assumptions. No email or account required.

Discuss the next decision
02 / ADVERTISING RETURNS ROAS Reality Check A 4× return can still leave a loss. Calculate the return your business needs at its own margins, and what is left after the marketing costs you enter.3–5 MIN · FREE · NO SIGN-UP
THE ROAS REALITY CHECK / LIVE CALCULATOR

Your business. Your break-even point.

Enter the figures for your own business. See the return you need and what is left after marketing, without generic performance scores.

01 / INPUTS

Start with your numbers.

Use one reporting period for every figure. No industry benchmarks, no invented averages.

Commercial calculation inputs

After discounts and refunds, excluding VAT where applicable.

What do those sales represent?

Use the sales your reporting platform credits to the campaigns. Attribution does not prove those sales were caused by advertising.

Media bought on platforms such as Google, Meta or TikTok.

The percentage left after product or service delivery, refunds, fulfilment and payment fees. Before advertising and other marketing.

Agency fees, creative, tools and other costs allocated to this sales scope. Count each cost once.

Go deeperTarget, business type and strategy

Your retained contribution target before fixed overheads and tax. Enter £0 for marketing break-even.

This changes the commercial interpretation, not the underlying numbers. Long-term payback and market share cannot be verified from ROAS alone.

This tool requires JavaScript. Our profitability guide explains the calculation.

02 / YOUR COMMERCIAL READOUTILLUSTRATIVE EXAMPLE

What your return actually means.

Analysing your example

There is no universal good ROAS.

We look at the contribution after the marketing costs you enter, not a fixed industry score.

Reported ROAS
—
Marketing break-even ROAS
—
Contribution left after marketing
—
Before fixed overheads, financing and tax.
Current / break-even threshold—

A threshold for your economics, not a universal benchmark.

WHAT THE NUMBERS SUGGEST

Enter your figures to see a commercial interpretation.

NO AUTOMATIC “SCALE” OR “PAUSE” SCORE.DECISIONS REQUIRE EVIDENCE.
03 / THE DETAILExplore the deeper analysis and commercial assumptions.
03 / THE DETAIL

Make the next decision on evidence.

Your result is a starting point. These checks explain what it includes, what it leaves out and where the next pound might work harder.

Where the sales go

Money retained after direct costs and the listed marketing investment.

Net sales
—
Variable product / delivery costs
—
Advertising
—
Other marketing
—
Contribution after marketing
—

The bars are illustrative and update with your figures.

What the business actually needs

Assuming the contribution margin and marketing costs stay the same.

Contribution margin
—
Sales to cover all listed marketing
—
Media-only break-even ROAS
—

If margin is zero or negative, adding sales at the same margin cannot fund acquisition costs.

04 / MODEL THE TRADE-OFF

Change the assumptions. Not the story.

See how sales or contribution margin affect what is left, while holding media spend and other marketing costs constant.

−30%+60%
−10 percentage points+10 pp

Illustrative contribution after marketing

— Change from your current result: —

A sensitivity calculation, not a forecast or a prediction of sales from additional spend.

05 / YOUR NEXT CHECKS

Before you increase spend.

  1. Enter complete figures for one period.
  2. Check attribution and actual contribution.
  3. Decide the next measurable commercial test.
READ THE NUMBER PROPERLY

What this cannot tell you.

A reported ROAS is not proof that advertising created the purchases.

Customer value, operating constraints and cash timing may materially change the decision.

Check how these figures translate into your business's actual economics.

Keep the commercial readout.

Download your inputs, results, assumptions and next checks. No sign-in required.

03 / CUSTOMER ECONOMICS CAC & LTV Ratio What does each new customer cost, contribute and leave behind? See what winning a customer costs, what each sale actually leaves, and whether measured repeat buying changes the maths.4–6 MIN · FREE · NO SIGN-UP
ACQUISITION IS A COST. VALUE MUST BE EARNED.

What is your real LTV:CAC ratio?

Find your customer acquisition cost (CAC), what a customer contributes (LTV) and how much value you get for each £1 of acquisition cost. If you have no reliable repeat-customer data, we will not make it up.

New to the numbers? CAC is what you spend to win one new paying customer. Contribution LTV is what that customer leaves after direct costs over a stated period. LTV:CAC compares the two, not revenue with advertising spend.

PLAIN ENGLISH FIRSTREAL ASSUMPTIONS SECONDNO SIGN-UP REQUIRED
01 / YOUR NUMBERSILLUSTRATIVE EXAMPLE

Start with what you know.

Use one consistent period and real figures where possible. You can change every input. Explanations sit underneath each question.

Choose the closest fit. Products and services use per-sale figures; subscriptions use monthly figures.

Genuinely new paying customers from the same activity and reporting period.

Advertising, management, creative and other allocated sales-acquisition costs, without double counting.

What the customer actually pays, excluding VAT and refunded sales.

Stock, service delivery, packaging, fees and fulfilment. Exclude acquisition costs already entered.

Use the average amount collected from an active paying subscriber.

All direct costs that rise with the service.

Per new subscriber, excluding acquisition costs already entered.

Add repeat customers, retention and targets

Without this evidence we will not claim a lifetime customer value. If you estimate, the result will be labelled as a scenario.

Choose honestly. Estimated and unknown values are not proven LTV.

Use the same acquisition cohort and a completed period. Lifetime requires fully followed customers.

Average orders after the first order, among the original acquired customer cohort. Leave blank if unknown.

Excluding VAT; use £0 if no repeat sales occurred.

Include refunds and fulfilment where applicable.

Email, loyalty, discounts and extra servicing over your chosen period, if incremental.

Measured retained subscription months, or clearly labelled estimate. Leave blank if unknown.

Optional planning target, before fixed overheads and tax; not a universal benchmark.

Free and immediate. This tool calculates locally and does not send or save your figures. Your website privacy settings still apply.

02 / YOUR COMMERCIAL READOUTILLUSTRATIVE

What the numbers actually say.

Change the example figures to understand the economics of your own business.

YOUR LTV:CAC RATIO —

How much contribution the customer generates for every £1 spent acquiring them. Enter reliable repeat customer data to calculate it.

Your measure—
Your measure—
Your measure—
Your measure—
WHAT TO CHECK BEFORE ACTING
  1. Keep your figures within one consistent period.
  2. Check which values are measured and which are assumptions.
  3. Choose a commercially sensible next step.
NEXT SENSIBLE STEP

Complete the figures, then test the decision against your own data.

Scenario calculations are not a forecast and do not establish advertising incrementality.

03 / SHOW THE WORKINGHow was this calculated, and what does it leave out?

The figures behind this decision

Commercial measure
—
Commercial measure
—
Commercial measure
—
Commercial measure
—

The calculation

CAC = acquisition spending ÷ genuinely new customers. Contribution LTV = first-sale contribution + observed or modelled repeat contribution − incremental retention costs. Subscription LTV uses contribution per paid month × paid months − onboarding costs. LTV:CAC = contribution LTV ÷ CAC, shown as an amount of customer contribution for every £1 of acquisition cost. Subscription CAC payback is an estimate, not a guarantee; products need actual repeat-purchase timing to calculate cash payback.

What the result cannot prove

If repeat behaviour is unknown, only first-sale economics are established. Match cohorts, sale dates and revenue; never convert a revenue LTV directly into profit.

SELF-REPORTED FIGURES
KEEP THE EVIDENCE

Save your inputs, results and assumptions. No email or account required.

Discuss the next decision
04 / LEAD QUALITY Lead-to-Sale Economics Cheap enquiries are not necessarily cheap customers. Connect marketing enquiries to actual won customers, delivery costs and sales follow-up. Discover what every lead is really worth.3–4 MIN · FREE · NO SIGN-UP
MORE LEADS IS NOT THE SAME AS MORE PROFIT.

Are your leads becoming profitable customers?

Count won customers rather than treating enquiries as sales. Use one completed lead cohort so enquiries, close rates and acquisition costs belong together.

PLAIN ENGLISH FIRSTREAL ASSUMPTIONS SECONDNO SIGN-UP REQUIRED
01 / YOUR NUMBERSILLUSTRATIVE EXAMPLE

Start with what you know.

Use one consistent period and real figures where possible. You can change every input. Explanations sit underneath each question.

Use one lead cohort, ideally with enough time for the sales cycle to complete.

Count genuine won sales, not quotes, contact forms or pipeline estimates.

Include media, creative and management costs attributable to the lead cohort.

Excluding VAT. Use signed or realised sales, not assumed future deals.

Materials, fulfilment, contractors and other variable delivery costs.

Wages, commissions, call handling and sales overhead specifically allocated to these enquiries; use 0 only when genuinely zero.

Free and immediate. This tool calculates locally and does not send or save your figures. Your website privacy settings still apply.

02 / YOUR COMMERCIAL READOUTILLUSTRATIVE

What the numbers actually say.

Change the example figures to understand the economics of your own business.

Your measure—
Your measure—
Your measure—
Your measure—
WHAT TO CHECK BEFORE ACTING
  1. Keep your figures within one consistent period.
  2. Check which values are measured and which are assumptions.
  3. Choose a commercially sensible next step.
NEXT SENSIBLE STEP

Complete the figures, then test the decision against your own data.

Scenario calculations are not a forecast and do not establish advertising incrementality.

03 / SHOW THE WORKINGHow was this calculated, and what does it leave out?

The figures behind this decision

Commercial measure
—
Commercial measure
—
Commercial measure
—
Commercial measure
—

The calculation

Marketing cost per enquiry = marketing spend ÷ enquiries. Fully loaded CAC = (marketing + allocated sales costs) ÷ won customers. Required lead-to-sale conversion = combined acquisition spend ÷ (lead volume × contribution per sale).

What the result cannot prove

If your sales cycle is not mature, the current close rate is incomplete. Campaign source, qualification and subsequent refunds still require checking.

SELF-REPORTED FIGURES
KEEP THE EVIDENCE

Save your inputs, results and assumptions. No email or account required.

Discuss the next decision
05 / WEBSITE CONVERSION Conversion Opportunity What could better conversion actually be worth? See what a better purchase or paid-booking conversion rate could be worth using traffic you already receive.3 MIN · FREE · NO SIGN-UP
BEFORE YOU BUY MORE TRAFFIC, TEST THE JOURNEY.

Could your existing website traffic work harder?

Use real site sessions and completed purchases. Model one possible improvement, then compare the extra contribution with the cost of making the change.

PLAIN ENGLISH FIRSTREAL ASSUMPTIONS SECONDNO SIGN-UP REQUIRED
01 / YOUR NUMBERSILLUSTRATIVE EXAMPLE

Start with what you know.

Use one consistent period and real figures where possible. You can change every input. Explanations sit underneath each question.

Use an agreed analytics definition. Do not mix users with sessions.

Use conversions associated with the same sessions and time period.

Exclude VAT and refunded amounts.

Percentage retained after direct fulfilment and transaction costs.

10% relative lift takes a 2.00% conversion rate to 2.20%, not 12%.

Design, development and testing budget during this period.

Free and immediate. This tool calculates locally and does not send or save your figures. Your website privacy settings still apply.

02 / YOUR COMMERCIAL READOUTILLUSTRATIVE

What the numbers actually say.

Change the example figures to understand the economics of your own business.

Your measure—
Your measure—
Your measure—
Your measure—
WHAT TO CHECK BEFORE ACTING
  1. Keep your figures within one consistent period.
  2. Check which values are measured and which are assumptions.
  3. Choose a commercially sensible next step.
NEXT SENSIBLE STEP

Complete the figures, then test the decision against your own data.

Scenario calculations are not a forecast and do not establish advertising incrementality.

03 / SHOW THE WORKINGHow was this calculated, and what does it leave out?

The figures behind this decision

Commercial measure
—
Commercial measure
—
Commercial measure
—
Commercial measure
—

The calculation

Current conversion = completed purchases ÷ sessions. Scenario orders = sessions × current conversion × (1 + chosen relative lift), capped at one order per session. Added contribution = extra orders × net order value × contribution margin − test cost.

What the result cannot prove

This is a sensitivity analysis, not a CRO forecast. Traffic quality, device mix, seasonality and statistical certainty can change realised results.

SELF-REPORTED FIGURES
KEEP THE EVIDENCE

Save your inputs, results and assumptions. No email or account required.

Discuss the next decision
06 / SPEND MORE? Scale Stress Test Is the next advertising budget worth risking? Model the economics and cash exposure of an advertising increase without assuming the next pound will perform like the last.4 MIN · FREE · NO SIGN-UP
AVERAGE RETURNS DO NOT PROMISE MARGINAL RETURNS.

What happens if you spend more and returns soften?

Historical ROAS is not marginal ROAS. Give the additional budget its own return assumption, then see its contribution threshold and potential upfront cash requirement.

PLAIN ENGLISH FIRSTREAL ASSUMPTIONS SECONDNO SIGN-UP REQUIRED
01 / YOUR NUMBERSILLUSTRATIVE EXAMPLE

Start with what you know.

Use one consistent period and real figures where possible. You can change every input. Explanations sit underneath each question.

Your spend during the chosen reporting period.

Consistent net sales scope, excluding VAT and refunds. Attribution is not proof of incrementality.

After the direct costs of providing each extra sale.

Only the increase, for the same reporting period.

Make a conservative assumption if you cannot test it yet. This is not inferred from historical ROAS.

Show cash timing and extra fees

This distinguishes contribution economics from the cash required to support growth.

Costs caused specifically by increasing spend.

Enter the share you pay before customer money arrives.

An indication of timing, not a full cash flow forecast.

Free and immediate. This tool calculates locally and does not send or save your figures. Your website privacy settings still apply.

02 / YOUR COMMERCIAL READOUTILLUSTRATIVE

What the numbers actually say.

Change the example figures to understand the economics of your own business.

Your measure—
Your measure—
Your measure—
Your measure—
WHAT TO CHECK BEFORE ACTING
  1. Keep your figures within one consistent period.
  2. Check which values are measured and which are assumptions.
  3. Choose a commercially sensible next step.
NEXT SENSIBLE STEP

Complete the figures, then test the decision against your own data.

Scenario calculations are not a forecast and do not establish advertising incrementality.

03 / SHOW THE WORKINGHow was this calculated, and what does it leave out?

The figures behind this decision

Commercial measure
—
Commercial measure
—
Commercial measure
—
Commercial measure
—

The calculation

Marginal break-even ROAS = (extra advertising + extra marketing fees) ÷ (extra advertising × contribution margin). Extra contribution = modelled additional sales × margin − extra advertising − extra marketing fees. Indicative pre-receipt outlay adds prepaid delivery costs.

What the result cannot prove

The added ROAS is a user assumption, not a prediction. Stock, staffing, channel cannibalisation, attribution accuracy and payment schedules are not audited.

SELF-REPORTED FIGURES
KEEP THE EVIDENCE

Save your inputs, results and assumptions. No email or account required.

Discuss the next decision
THE COMMERCIAL DIFFERENCE

Some numbers tell you what happened.
Better questions tell you what to do next.

Revenue is not contribution. A lead is not a customer. Reported sales are not automatically extra sales. A customer's theoretical lifetime value isn't cash in the bank.

We built these tools to make those distinctions useful, whether you're learning the terms for the first time or making serious decisions about an existing budget.

Read the advertising profitability guide
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