Skip to content
Krög Digital
Menu
TelegramLogin

Calculators

The numbers behind every campaign.

Seven calculators for the math media buyers do every day — CPA, ROAS, funnel rates, pacing, margin, LTV : CAC and an estimate of our service fee. Each one shows the formula and a worked example.

Open the calculatorsBrowse the glossary

Free to use · Runs in your browser · Nothing you enter is saved

Calculators

01  Cost per result

CPA and cost per lead

What each sale or lead cost, and how far it sits from your target.

Count

For one platform and date range.

From the same report as the spend.

What a result can cost and still pay.

Cost per acquisition

$42.50

per purchase

Target CPA
$40.00
Difference
+$2.50 (6.3%)
Purchases needed at targetfor the same spend
213
Spend at targetfor the same purchases
$8,000.00

$2.50 over target. At $40.00, this spend should bring 213 purchases, not 200.

Updates as you type

Formula

CPA = Ad spend ÷ Purchases

Needed at target = Ad spend ÷ Target CPA

What it tells you

CPA tells you what one result cost. It is only good or bad against what a result is worth: for a sale, the gross profit on the order; for a lead, the share of leads that buy times the profit per sale.

Use the spend and the conversions the campaign optimizes for, from the same report and date range.

Example

You spent $4,200 on lead ads and got 120 leads. CPL = $4,200 ÷ 120 = $35.00.

If one lead in five becomes a customer, each customer cost $35.00 × 5 = $175.00.

In the glossaryCPACPLTarget CPALead quality

02  Return on ad spend

ROAS and break-even ROAS

Your return on ad spend, the ROAS your margin needs, and what is left after ads.

Attributed revenue, same date range.

(Price − product cost) ÷ price.

ROAS

3.20x

320% · $3.20 back for every $1 spent

Break-even ROAS1 ÷ gross margin
2.50x
Gross profit from these sales
$12,800.00
Gross profit after ad spend
$2,800.00
Revenue needed to break evenat this spend
$25,000.00

Above break-even. The ads covered their cost with $2,800.00 of gross profit left for other costs.

Updates as you type

Formula

ROAS = Revenue ÷ Ad spend

Break-even ROAS = 1 ÷ Gross margin

After ads = Revenue × Margin − Ad spend

What it tells you

ROAS measures revenue, not profit. Break-even ROAS turns your margin into the line to clear: below it, the sales the ads bring in cost more than they earn.

Platforms each attribute revenue by their own rules, so check the total against all revenue ÷ all ad spend (MER).

Example

With a 40% margin, break-even ROAS = 1 ÷ 0.40 = 2.5x.

Spend $10,000 and attribute $32,000: ROAS is 3.2x, and $32,000 × 0.40 − $10,000 = $2,800 of gross profit after ads.

In the glossaryROASBreak-even ROASMERPOAS

03  Funnel rates

CPM, CPC, CTR and CVR converter

Turn campaign totals into rates, or convert a CPM into a CPC and back.

Start from

Rates

CPM

$12.50

Spend ÷ impressions × 1,000

CPC

$0.83

Spend ÷ clicks

CTR

1.5%

Clicks ÷ impressions

CVR

3%

Conversions ÷ clicks

CPASpend ÷ conversions
$27.78
Clicks per $1,000
1,200
Updates as you type

Formula

CPM = Spend ÷ Impressions × 1,000

CPC = Spend ÷ Clicks

CTR = Clicks ÷ Impressions

CVR = Conversions ÷ Clicks

CPC = CPM ÷ (1,000 × CTR)

What it tells you

The four rates are links in one chain. CPM is the price of attention, CTR is how much of it becomes a visit, and CVR is how much of that traffic becomes a result.

CPA = CPM ÷ (1,000 × CTR × CVR) — so a cheaper CPM with a weaker CTR can still cost more per result.

Example

A $12 CPM with a 1.5% CTR: CPC = $12 ÷ (1,000 × 0.015) = $0.80.

At a 3% CVR, CPA = $0.80 ÷ 0.03 = $26.67.

In the glossaryCPMCPCCTRCVR

04  Monthly budget

Budget pacing

The daily budget that lands a monthly target, and whether you are on pace.

What you plan to spend this month.

Month to date, from the platform.

Including today.

Fills in the days from today's date.

Daily budget needed

$1,050.00

a day for the next 12 days

Left to spend
$12,600.00
Average daily spend so far
$915.79
Change from current daily
+$134.21 (14.7%)
Month-end at current pace
$28,389.47

Under-pacing by 5.4%: $17,400.00 spent against $18,387.10 expected by now.

Updates as you type

Formula

Daily budget = (Monthly target − Spent so far) ÷ Days remaining

Pace = Spent so far ÷ (Target × Days elapsed ÷ Days in month)

What it tells you

Pacing keeps a monthly budget from running out early or being left unspent. Recalculate every few days and adjust in steps — large budget jumps can send campaigns back into a learning period on some platforms.

Platforms also smooth delivery around the daily budget: Google Ads can spend up to twice the average daily budget on one day, and Meta up to 75% more, so judge pace over several days.

Example

Target $30,000, $17,400 spent, 12 days left including today: ($30,000 − $17,400) ÷ 12 = $1,050 a day.

The first 19 days averaged $915.79, so the daily budget rises by about 15%.

In the glossaryPacingDaily budgetLifetime budget

05  Estimate

Krög service-fee estimator

An estimate of the Krög service fee on your ad spend, from each service's published fee range.

Published fee: 2–8% of ad spend · $80 / month

Spend that runs through the account each month.

Quick amounts

Estimated service fee

$500 – $2,000

a month, on this ad spend

Fee rate
2–8% of ad spend
Ad spend + feea month
$25,500 – $27,000
Service price
$80 / month
First month, estimatedspend + fee + service price
$25,580 – $27,080

Estimate only. Where your rate falls in the range depends on platform and monthly volume. The exact rate is confirmed in writing before you pay.

See this service
Updates as you type

Formula

Service fee = Monthly ad spend × Fee rate

First month = Spend + Fee + Service price

What it tells you

Krög charges a service fee on the ad spend that runs through the account — from 2% to 17%, depending on platform and volume. Each service lists its own range.

Ad spend and the fee appear on separate lines of your monthly statement, so you always see what the platform charged.

Example

Google Ads: managed account under our manager account (MCC), at 8–12% of ad spend, with $20,000 a month in spend: a fee between $1,600 and $2,400 a month.

Plus the service price of $250 one-time.

In the glossaryService feeAgency accountTop-up

06  Unit economics

Profit and margin

Gross margin, markup and the profit left after product costs, ads and everything else.

What the goods you sold cost you.

Including the service fee, if any.

Shipping, payment fees, tools.

Net profit

$10,000.00

20% net margin

Gross profit60% gross margin
$30,000.00
Markup on cost
150%
Profit after ad spendcontribution before other costs
$15,000.00
Ad spend as share of revenue
30%
Break-even ROASat this gross margin
1.67x

Profitable: $10,000.00 left after product costs, ads and other costs.

Updates as you type

Formula

Gross margin = (Revenue − COGS) ÷ Revenue

Markup = (Revenue − COGS) ÷ COGS

Net profit = Revenue − COGS − Ad spend − Other costs

What it tells you

Margin is profit as a share of the price; markup is profit as a share of the cost. Mixing them up is a frequent pricing mistake: a 50% markup is only a 33% margin.

Put shipping, payment processing and agency fees in other costs to see what a campaign really leaves.

Example

Revenue $50,000, product costs $20,000, ad spend $15,000 and other costs $5,000.

Gross margin is 60%, markup 150%, and net profit $10,000 — a 20% net margin.

In the glossaryGross marginMarkupContribution marginCOGS

07  Customer economics

LTV : CAC

What a customer is worth over time, against what it costs to win one — and how long payback takes.

Use real retention data if you have it.

Acquisition spend ÷ new customers.

LTV : CAC

2.7 : 1

$240.00 of gross profit per customer for $90.00 to acquire

Lifetime value (gross profit)
$240.00
Lifetime revenue
$480.00
Gross profit per monthper customer
$10.00
Payback period
9 months
Highest CAC for 3 : 1
$80.00

Each customer returns their cost, with a thin cushion. Many teams aim for about 3 : 1 — a CAC of $80.00 here.

Updates as you type

Formula

LTV = AOV × Orders per year × Years × Gross margin

LTV : CAC = LTV ÷ CAC

Payback (months) = CAC ÷ Gross profit per month

What it tells you

LTV here is gross profit, not revenue, so it can be set against what you pay for a customer. Base it on real cohorts; for a new business, use one year of purchases until you have more history.

A good ratio with a long payback can still strain cash, so read the two together.

Example

AOV $80, 3 orders a year, 2 years, 50% margin: LTV = $80 × 3 × 2 × 0.50 = $240.

With a $90 CAC, LTV : CAC is 2.7 : 1, and payback takes $90 ÷ $10 a month = 9 months.

In the glossaryLTVCACLTV : CAC ratioPayback period

01Reading the numbers

Four habits that keep the math honest.

A calculator is only as good as what goes into it. These are the checks we run before trusting a number.

  • Start from margin

    Every target on this page traces back to one number: what a sale leaves after product costs. Know it before you set a CPA or ROAS goal.

  • Same source, same window

    Take spend and conversions from the same platform, date range and attribution window. Mixed sources are a common reason numbers disagree.

  • Check against your own sales

    Platforms each attribute by their own rules. Total revenue ÷ total ad spend is a quick check that two platforms aren't claiming the same sale.

  • Move budgets in steps

    Change budgets gradually and give each change a few days. Big jumps can restart learning on some platforms and make results harder to read.

02FAQ

Questions about the calculators.

Anything else? Ask on Telegram or email hello@krog.digital.

  • No. The calculators run entirely in your browser. Nothing you type is stored or sent to us, and reloading the page brings back the examples.

  • Platforms count conversions within their own attribution windows, may include modeled conversions and report in the ad account's time zone. Take spend and conversions from the same report, date range and window, and the numbers line up.

  • The one your margin allows. Use the ROAS calculator to find your break-even point and the profit calculator to see what is left after every cost. Benchmarks from other accounts rarely transfer to yours.

  • No. It uses the published fee range for each service in the marketplace. Where your rate falls depends on platform and monthly volume, and the exact rate is confirmed in writing before you pay.

  • Yes. Each calculator has its own address — /resources/tools#roas, #pacing and so on — and a Link button that copies it. Results are not part of the link, so use Copy result to share the numbers.

  • In the glossary: 185 media-buying and ad-operations terms in plain words, with the metrics linked back to the calculator that works them out.

—  When the numbers work

Put spend behind them.

Krög sets up advertising accounts for verified businesses, with a dedicated manager on Telegram, monthly statements and a service fee confirmed in writing before you pay.

See services and pricesTalk on Telegram
  • Service fees from 2% to 17% of ad spend
  • Exact rate confirmed in writing before you pay
  • Usually ready within 48 hours of business verification