CAC & Funnel Calculator
Use this Ads Customer Acquisition Calculator to see where your funnel leaks, how much you’re paying at each stage (Lead → MQL → Appointment → Show → Customer) , and what it’s doing to your CAC, ROAS, and profit.
You can use it in two ways:
- Actuals mode: enter your real numbers and get stage-wise costs + CAC.
- Planning mode: set a target (customers or CAC) and it estimates required leads/clicks/impressions + ad spend.
Tip: Enter counts if you have them. If not, enter rates (%) and the calculator will estimate counts.
Click here to know about Required fields (minimum to get meaningful outputs)
To generate accurate calculations and funnel estimates, please ensure you have the following minimum inputs ready based on your business model.
Required for all modes
Ad Spend: Total budget allocated
Revenue per Customer: Deal value / AOV / LTV
Gross Margin (%): For break-even CAC + profit estimate
Traffic Costs: Either Clicks OR Impressions + CTR OR Planned CPC/CPM
E-commerce / D2C
Minimum funnel inputs (choose one path):
Path A (Best): Clicks + Purchases (count)
Path B: Clicks + ATC rate (%) + Checkout rate (%) + Purchase rate (%)
Lead Gen (Services / Real Estate / Clinics)
Minimum funnel inputs (choose one path):
Path A (Best): Clicks + Leads (count) + Customers/Bookings (count)
Path B: Clicks + Click → Lead CVR (%) + Show → Customer close rate (%)
(Plus at least one more stage rate for better estimation)
Recommended to improve accuracy:
MQL: MQL count or Lead → MQL rate
Appointments: Appointment count or MQL → Appointment rate
Show-ups: Show-up count or Appointment → Show rate
Click here to know about all KPIs used/mentioned in the calculators
A comprehensive glossary of all terms, abbreviations, and formulas utilized across the calculator tools.
Traffic & Ad Delivery
Impr: Impressions
CTR: Click-Through Rate
CPC: Cost Per Click
CPM: Cost Per Mille
(Cost per 1,000 impressions)
Daily Budget: Spend per day
Formula: Estimated Spend ÷ Days
E-commerce / D2C Funnel
ATC: Add To Cart
ATC Rate: Add To Cart Rate
Formula: ATC ÷ Clicks/Sessions
IC: Initiated Checkout
Checkout Rate: Checkout Initiation Rate
Formula: Checkout ÷ ATC
Purchase Rate: Checkout → Purchase Conversion
Formula: Purchases ÷ Checkouts
COD: Cash On Delivery
Prepaid Split: Share of prepaid orders vs COD
Quality / Risk / Operations
Spam Lead Rate: % of invalid/spam leads
Fraud Rate: % of fraudulent leads/orders
Churn Rate: % of customers who stop buying/renewing over time
Repeat Purchase Rate: % of customers who buy again
Refund Rate: % of orders refunded
Return Rate: % of orders returned
Cart Abandonment Rate: % who add to cart but don’t purchase
RTO: Return To Origin
(Shipments returned back to seller, common in COD-heavy markets)
Lead Gen Funnel (Services / Real Estate / Clinics / B2B)
CVR: Conversion Rate
(e.g., Click → Lead rate)
CPL: Cost Per Lead
MQL: Marketing Qualified Lead
SQL: Sales Qualified Lead
RFQ: Request for Quotation
ACV: Annual Contract Value
Cost per Connected Call:
Formula: Ad Spend ÷ Calls Connected
Call Connection Rate:
Formula: Calls Connected ÷ Leads (or Calls Attempted)
Qualified Rate:
Formula: Qualified Leads ÷ Total Leads
Appointment Booking Rate:
Formula: Appointments Booked ÷ Qualified Leads
Show-up Rate:
Formula: Shows/Visits Attended ÷ Appointments Booked
No-show Rate:
Formula: 1 − Show-up Rate
Close Rate:
Formula: Customers/Bookings ÷ Prior Stage (e.g., Visits)
Speed-to-Lead: Time taken to contact a new lead
(usually minutes)
Unit Economics & Profitability
CAC: Customer Acquisition Cost
Lead Gen Formula: Spend ÷ Customers
CPA: Cost Per Acquisition
E-com Formula: Spend ÷ Purchases
ROAS: Return On Ad Spend
Formula: Revenue ÷ Ad Spend
MER: Marketing Efficiency Ratio
Formula: Revenue ÷ Total Marketing Cost
AOV: Average Order Value
LTV: Lifetime Value
Payback Period: Time taken to recover CAC from gross profit
Gross Margin (%): Gross Profit Margin Percentage
Break-even CAC/CPA: Maximum allowable CAC/CPA where profit is 0
Gross Profit:
Formula: Revenue × Gross Margin
Profit (estimated):
Formula: Gross Profit − Ad Spend − Other Costs
CAC & Funnel Calculator
🇮🇳 Industry Standard Benchmarks
Compare your metrics against the top 10 trending industries.
| Industry | AOV (₹) | RTO % | Target ROAS | Target MER | CAC (₹) |
|---|---|---|---|---|---|
| 👗 Fashion & Apparel | 1,200 - 2,500 | 25% - 40% | 4.0 - 4.5 | 3.0+ | 500 - 800 |
| 💄 Beauty & Personal Care | 800 - 1,500 | 10% - 15% | 3.0 - 3.5 | 2.5 - 3.0 | 200 - 500 |
| 📱 Consumer Electronics | 3,000 - 10,000+ | 8% - 12% | 5.0 - 6.0 | 4.0+ | 1,000 - 2,500 |
| 🏠 Home & Decor | 2,000 - 5,000 | 12% - 18% | 4.0 - 5.0 | 3.5+ | 800 - 1,200 |
| 🍔 Food & Beverage | 400 - 800 | < 5% | 2.5 - 3.0 | 2.0 - 2.5 | 200 - 400 |
| 💍 Jewellery (Imitation) | 1,500 - 3,000 | 15% - 20% | 4.0 - 5.0 | 3.5+ | 600 - 900 |
| 👜 Luxury Goods | 15,000+ | 10% - 15% | 4.0+ | 3.0+ | 2,000+ |
| 💊 Health & Supplements | 1,000 - 2,000 | 8% - 10% | 2.5 - 3.0 | 2.5+ | 500 - 800 |
| 🐶 Pet Supplies | 1,200 - 2,000 | 5% - 8% | 3.5 - 4.0 | 3.0+ | 400 - 700 |
| 👶 Mom & Baby Care | 1,500 - 2,500 | 10% - 15% | 3.5 - 4.0 | 3.0+ | 600 - 900 |
💡 Key Market Insights (2026)
- RTO Alert: Fashion has the highest risk (up to 40%). If you are in fashion, budget heavily for reverse logistics.
- The "Golden MER": A healthy business aims for an MER of 3.0+. Below 3.0 is usually considered "burning cash" for growth.
- CAC Inflation: Acquisition costs are rising. High-ticket items (Electronics/Luxury) now cost ₹1,000+ just to get one customer.