Marketing
Marketing tools on UniTools: ctr cpc and cpm, roas and ad payback and more.
These are the numbers people use to decide whether a campaign keeps running: click-through rate, cost per click and per thousand impressions, cost per conversion, return on ad spend and the break-even point set by your own margin.
The rest of the section is customer economics and testing: CAC and LTV, churn and retention, average order value, conversion by funnel stage, sample size and the statistical significance of an A/B test.
Tools in this category
CTR Calculator
Works out click-through rate, how many impressions it takes to earn a click, and how the result compares to typical figures by channel.
CPC Calculator
Cost per click from spend and clicks, plus CPM and CTR derived from the same three numbers.
CPM Calculator
Cost per thousand impressions, or the reach a given budget can buy at a given CPM.
CPA Calculator
The cost of one conversion and whether the revenue that conversion brings actually covers it.
ROAS Calculator
Return on ad spend, the minimum ROAS your margin needs to break even, and the resulting profit.
CAC and LTV Calculator
Customer acquisition cost, lifetime value, the ratio between them and how long acquisition takes to pay back.
Conversion Rate Calculator
Conversion as a percentage, visitors per conversion, and how much more traffic one extra conversion takes.
A/B Test Significance Calculator
Applies a two-proportion z-test to decide whether the difference between variants is real or noise.
A/B Test Sample Size Calculator
How many visitors each variant needs to detect a given uplift, and how many days that will take.
Churn Rate Calculator
Churn and retention for a period, average customer lifespan, and monthly churn converted into an annual figure.
Average Order Value Calculator
Average order value for a period, orders and revenue per customer, and what the same period would have earned with the order value ten percent higher.
Sales Funnel Calculator
Conversion at every funnel stage, the end-to-end rate, and which transition is losing the most.
Markup vs Margin Calculator
Converts markup to margin and back, and prices from either — starting from cost or from a target margin.
Payback Period Calculator
How many months an investment takes to return, allowing for profit that grows over time.
Related categories
FAQs
What counts as a good ROAS?+
Anything above your break-even ROAS. On a 30% margin, ads break even at roughly 3.3, so there is no universal number that is 'good'.
How is ROAS different from ROMI?+
ROAS measures revenue per unit of ad spend, ROMI measures profit. A ROAS of 4 on a 25% margin is a ROMI of exactly zero — you worked for nothing.
When can I stop an A/B test?+
When it reaches the sample size you calculated in advance. Peeking and stopping at the first 'significant' reading multiplies your false-positive rate several times over.
What belongs in CAC?+
Every acquisition cost: media budget, marketing and sales salaries, tool subscriptions, agency fees. Dividing media spend alone by new customers understates it badly.