B2B Media Math & Unit Economics Calculator
Calculate the maximum CAC, CPL, CPC and CPM your business can afford, based on your deal economics and funnel conversion rates.
Deal economics
Your deal size, profitability and target return.
Average annual revenue per customer.
The share of revenue you keep after delivery costs.
How much profit you want back per unit of acquisition cost.
Pipeline conversion benchmarks
Your expected conversion rates from visit to closed-won.
Share of site visits that become leads.
Share of leads that become sales-qualified.
Share of SQLs that become customers.
Channel metrics
Your expected ad performance.
Share of ad impressions that get a click.
€3,200
Max customer acquisition cost per deal
€160
Max cost per lead to stay on target
€4.00
Break-even (1:1): €12.00
Max cost per click (ad spend)
€26.00
Max cost per 1,000 impressions
Assumes a 1-year customer lifetime and 100% of acquisition cost spent on media. Change these in .
These are financial planning targets based on your inputs, not market benchmarks or predicted ad costs.
At these conversion rates, you need about 20 leads to win 1 customer.
That is roughly 800 clicks, 4 qualified opportunities and 123,077 impressions per customer. Keep your paid media costs below the targets above to stay on plan.
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