Marketing spend is defensible when it is measured against revenue rather than activity. These calculators convert campaign metrics into the numbers a finance conversation actually uses: cost per acquired customer, return per dollar spent, and the revenue a given funnel will produce.
Which one you want
ROAS is the direct-response workhorse — revenue produced per dollar of ad spend — while Conversion Rate and Sales Funnel show where in a multi-step journey prospects are actually lost. Revenue per Lead and AOV are the two inputs that make a funnel model worth anything; improving either lifts every stage downstream. Sales Velocity combines deal count, deal size, win rate and cycle length into one figure for how fast a pipeline produces revenue, which is usually more actionable than any of the four alone. Email ROI and List Growth Rate cover the channel with the highest measured return and the slowest compounding.
What the numbers mean
A ROAS of 4:1 is a common rule-of-thumb target, but it is a gross figure — it says nothing about margin. At a 25% gross margin, 4:1 ROAS is break-even before any overhead. Judge campaigns on contribution after cost of goods, and against customer lifetime value rather than first purchase, or you will switch off the channels that acquire your most durable customers.