Free tools
Free performance marketing calculators.
Quick, free tools to help you plan and measure paid media: no sign-up, no catch. The same formulas we use in client accounts.
Showing 17 tools
ROAS calculator
Work out your return on ad spend and your break-even ROAS from your margin, so you know if a campaign is actually profitable.
Open tool → Profit & returnsMER and POAS calculator
See your marketing efficiency ratio, profit on ad spend and break-even MER from your real revenue, and how much more the ad platforms claim than you made.
Open tool → Profit & returnsLTV:CAC ratio calculator
Compare customer lifetime value to acquisition cost and see whether your unit economics are healthy.
Open tool → Profit & returnsDirect booking calculator
For hotels, holiday lets and tour operators: compare the cost of a booking from ads with OTA commission, and find the most you can pay per click.
Open tool → Costs & biddingCPM calculator
Calculate cost per thousand impressions from spend and impressions, and see the budget needed to hit a reach target.
Open tool → Costs & biddingCPA calculator
Work out cost per acquisition, conversion rate and CPC, and the maximum you can bid per click to hit a target CPA.
Open tool → Budgets & planningAd budget calculator
Work back from the sales or leads you want to the monthly and daily ad budget you need, using your conversion rate and cost per click.
Open tool → Budgets & planningBudget pacing calculator
See if your spend is on track for the period and where your current run-rate will land by month-end.
Open tool → Testing & measurementA/B test significance calculator
Check whether the difference between two variants is statistically significant before you call a winner.
Open tool → Testing & measurementA/B test sample size calculator
Find out how many visitors you need, and how long to run your test, before you start, so you don't call a winner too early.
Open tool → Testing & measurementIncrementality calculator
Compare people who saw your ads with a control group to see the lift, the extra conversions your ads caused and incremental ROAS.
Open tool → Keywords & searchKeyword match type tool
Wrap keywords in broad, phrase and exact match, mix keyword lists and build negative keyword lists for Google Ads and Microsoft Advertising.
Open tool → Ad creativeGoogle Ads ad preview & character counter
Write responsive search ad headlines and descriptions, count every character, catch disapproval risks and preview the ad on mobile and desktop.
Open tool → Ad creativeSocial ad safe zone checker
Upload an image or video and see what Reels, Stories, TikTok and feed placements will cover or crop, then download the preview or blank templates.
Open tool → Shopping & feedsShopify product checker
Enter your Shopify store and see how ready your products are for Google Shopping and Performance Max: titles, descriptions, images, brand, barcodes and prices, with the products to fix first.
Open tool → TrackingTracking checker
Enter your website and see which pixels and tags it runs, what fires before cookie consent, whether Consent Mode v2 and ad click IDs work, and if you have server-side tracking.
Open tool → TrackingUTM builder
Tag your links with presets for Meta, TikTok, Google, email and more, then see which GA4 channel each link lands in, and get dynamic URL parameters for your ad platforms.
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From numbers to decisions.
Good paid media decisions start with a few simple numbers: what you can afford to pay for a customer, what return you need from each pound of spend, and whether a test result is real or just noise. These calculators give you those answers in seconds, using the same formulas we use in client accounts.
If you sell online, start with break-even ROAS, it tells you the minimum return your margins can support, then check the whole picture with the MER and POAS calculator. For lead generation, the CPA calculator turns a target cost per lead into a maximum bid. Planning awareness activity? Use the CPM calculator to size budget against reach.
Planning spend? The ad budget calculator works back from the sales you want. Running tests? Size them with the sample size calculator, and measure what your ads really add with the incrementality calculator. Building search campaigns? Format keywords and negatives with the keyword match type tool, then write and preview your ads with the Google Ads ad preview tool. Making Reels, Stories or TikTok ads? Check them with the safe zone checker. Tag every campaign link with the UTM builder. Running a hotel or holiday let? The direct booking calculator shows whether ads beat booking-site commission.
New to the terminology? Our performance marketing glossary explains every metric in plain English. For the context behind the numbers, read what is a good ROAS? and our Google Ads audit checklist.
Tools questions.
01Are these marketing calculators free?
Yes. Every tool is free to use with no sign-up, and the calculations run in your browser.
02Which calculator should I start with?
For eCommerce, start with the ROAS calculator to find your break-even ROAS. For lead generation, use the CPA calculator to set a target cost per lead and a maximum CPC. Use the A/B test calculator before declaring a winning ad or landing page. If you’re setting a budget for the first time, start with the ad budget calculator.
03How accurate are the results?
The calculators use standard industry formulas, so the maths is exact, but results are only as reliable as your inputs. Use real margins, conversion rates and spend from your own accounts rather than estimates where you can.
04What is the difference between ROAS and CPA?
ROAS (return on ad spend) is revenue divided by ad spend, best for eCommerce where order values vary. CPA (cost per acquisition) is spend divided by conversions, best for lead generation where each conversion has a similar value.
These tools give you the what. We help with the how: from ongoing management to an in-depth paid audit.