Advertising profit calculators.
The sums a marketing director and a finance director should agree on before a budget is signed off, each with its formula on the page so the answer can be checked by hand. Nothing you enter leaves your browser.
Does the advertising pay?
ROAS calculator
Return on ad spend, the break-even ROAS your margin needs, and whether the ads made money.
POAS calculator
Profit on ad spend: the measure that accounts for what your products cost.
ACoS calculator
Amazon ACoS, TACoS and the break-even ACoS your margin allows.
Cost per lead calculator
The most you can pay per enquiry and per click, from what a customer is worth.
Marketing efficiency ratio calculator
Total revenue against total marketing spend: the check no ad platform can inflate.
Before and after the sums.
Numbers that do not add up in your own accounts?
A review starts by checking what the platforms are being told, and whether it matches the books.
The senior read,
once a week.
Most marketing newsletters are noise on a schedule. This is not that. Once a week I send a short, considered read on the shifts that actually change what you should do, across the AI shift, PPC, technical SEO and analytics. Filtered, weighted and signed off by me before it goes out. The judgement is mine, and now you can hear every edition in my own voice.
Nic CraneFounder, The Crane Consultancy
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