Meta Ads Budget Calculator

What do your ads bring in?

Leads Online sales

Currency

Runs in your browser. Your numbers are not uploaded.

Your business

Average customer value

Revenue from one new customer in their first year (or one job, if they rarely come back).

Gross margin

What is left of that revenue after the cost of delivering the work, before ads.

Lead-to-customer close rate

Out of every 100 leads, how many become paying customers. Use your own figure from your sales register, and a separate one for form leads if they close differently.

Profit you want to keep

Share of each customer's gross profit you keep after paying for ads. 0% means you only break even.

From Ads Manager

CPM (cost per 1,000 impressions)

From your past campaigns for a similar audience. New to Meta? Run a small test for a week first.

Link click-through rate (CTR)

Link clicks ÷ impressions. Use the link CTR column, not "CTR (all)".

Click-to-lead rate

Leads ÷ link clicks. For Instant Forms, the share of people who open the form and submit it; for a website, your landing page conversion rate.

Plan around

A number of leads A monthly budget

Leads per month

Your business

Average order value

Revenue per order, before GST and shipping charged to the customer.

Gross margin

What is left of an order after product cost, shipping, payment fees and returns, before ads.

Profit you want to keep

Share of each order's gross profit you keep after paying for ads. 0% means you only break even.

From Ads Manager

CPM (cost per 1,000 impressions)

From your past campaigns for a similar audience.

Link click-through rate (CTR)

Link clicks ÷ impressions. Use the link CTR column, not "CTR (all)".

Conversion rate (click to order)

Purchases ÷ link clicks, from Ads Manager or your analytics.

Plan around

A number of orders A monthly budget

Orders per month

Reach (optional)

Frequency

Average times each person sees your ads in a month. Shows how many people you reach.

Audience size

The estimated audience size Ads Manager shows for your targeting.

Add 18% GST to ad spend

Meta adds GST to ad charges for Indian accounts, so the budget you set in Ads Manager is before tax. Tick this if you cannot claim the GST back, and the profit and break-even figures include it. Check the rate on your Meta invoice.

Estimates from your own numbers, not a forecast from Meta. The auction decides your actual CPM.

Free Meta Ads Budget Calculator. Runs in your browser, no sign-up. Open the full tool on DigitalSnot →