Arithmetic and published definitions, not business, financial, tax or legal advice. Marketing Calculators is an independent reference site. We are not an ad network, agency, analytics vendor or consultant, and we do not run, buy or sell advertising for anyone.
Results depend on your inputs
Every calculator applies a stated formula to the numbers you type. If your spend, revenue, conversion or customer counts come from a different date range, attribution model or reporting tool than each other, the result will be wrong in the same way. Ad platforms count conversions, clicks and revenue under their own attribution settings, which usually differ from your store, CRM or accounting system.
Forecasts are not promises
Budget, reach, click and conversion projections multiply the rates you enter. Real auctions, audiences, seasons and creative change those rates every day, and an ad platform may spend or deliver differently from any plan. Treat a forecast as a starting point to test, not as an expected outcome.
Profit and ROI figures leave things out
ROAS, ROI, CAC, payback and lifetime-value results include only the costs and margins you enter. They ignore taxes, overhead you do not add, refunds and chargebacks you do not net out, and the time value of money unless the calculator says otherwise. Decisions about budgets, pricing, hiring or investment should be checked against your own accounts and, where it matters, a qualified accountant or adviser.
Platform rules change
Where a page describes how Google Ads, Microsoft Advertising, Meta or another platform defines or bills a metric, we link the platform’s own help page and date it. Platforms change their definitions, budgets and billing rules; the platform’s current documentation wins.
No paid relationships
We carry no affiliate links and are not paid by ad platforms, agencies, software vendors or anyone whose numbers we discuss. The site may be supported by display advertising; advertisers have no say over our formulas or pages. Platform names are trademarks of their owners and appear only to identify whose documentation we cite.
Corrections
If you find an error, tell us through the contact page. We fix mistakes, re-run the tests and note material changes on the page.