Use one period.
Keep spend, clicks, leads, customers, and revenue in the same reporting window. Mixing monthly spend with annual revenue makes every conclusion unreliable.
Pixl Envy / Field tools
Know what each lead must earn.
Model the chain from media spend to gross profit. No account. No invented benchmarks. Your figures stay in your browser.
Free / Private / ImmediateYour operating model
Follow the money through the funnel.
Use one consistent period—usually a month. The starting values are illustrative and should be replaced with your own figures.
Modeled volume
The commercial chain
Each rate is applied to the stage immediately before it. Fractional customers represent an expected average over repeated periods.
- 01 / Clicks1,250Spend ÷ cost per click
- 02 / Leads756% of clicks
- 03 / Qualified41.355% of leads
- 04 / Customers10.325% of qualified leads
Thresholds
Where the model breaks even.
- Actual cost per lead
- $133 Maximum modeled: $330
- Actual acquisition cost
- $970 Maximum modeled: $2,400
- Actual cost per click
- $8.00 Maximum modeled: $19.80
- Required click-to-lead rate
- 2.4% All other inputs held constant
Sensitivity
The value of one measurable move.
These are incremental gross-profit effects with spend and every other input held constant. They are sensitivities, not forecasts.
- +1 point click-to-lead rate
- +$4,125
- +1 point qualification rate
- +$450
- +1 point close rate
- +$990
- +$100 first-sale revenue
- +$619
Interpretation
The model sharpens a question. It does not manufacture certainty.
Separate revenue from margin.
Revenue does not pay for acquisition by itself. The lab compares media spend with first-sale gross profit after the direct cost of delivery or goods.
Respect the boundary.
This is a planning model, not an attribution study or performance forecast. It excludes overhead, retention, refunds, taxes, financing, capacity constraints, and lifetime value.
When the numbers expose a system problem