Digital Marketing: Funnels, Budgets & ROI

Welcome to the marketing laboratory!

Effective digital marketing requires precise calculations at all stages of the funnel: from awareness to repeat sales. This set of tools will help evaluate budget efficiency, predict MQL/SQL, model multi-channel campaigns, and calculate ROI.

Calculators will be useful for marketers, growth managers, business owners, and analysts.

1. Marketing Funnel Constructor

Calculate the number of MQL, SQL and sales based on coverage and conversion rates.

Coverage (users):

CTR / transitions (%):

MQL conversion (%):

MQL→SQL conversion (%):

SQL→agreement conversion (%):

2. Budget planner and CAC

Distribute budget between channels, evaluate CAC and expected sales volume.

Total budget (₴):

Traffic/tail cost/₴:

Leads per sale:

Average bid (₴):

3. ROI and multi-channel effect

Analyze ROI campaign considering retention-yield and multichannel attribution.

Campaign revenue (₴):

Campaign expenses (₴):

Retention yield (%):

Attribution coefficient (0-1):

📚 Article: Building data in digital marketing

Marketing funnels

Coverage → Clicks → Leads → MQL → SQL → Deals → Repeat sales. It is important to measure each stage, automate data transfer between CRM and advertising platforms.

MULTICHANNEL

Channels: search advertising, social networks, content marketing, e-mail, partnerships, offline activations. Each channel has its own KPIs: CTR, CPL, CPA, ROAS.

Attribution

First click, last click, time decay, positional (40/40/20).
Data-driven attribution with machine learning.
Incremental analysis (holdout-tests).

Financial metrics

CAC, LTV, CAC payback, ROI, ROMI, MAR (Marketing as % of Revenue). Balanced investment in brand and performance.

❓ FREQUENT QUESTIONS ABOUT DIGITAL MARKETING

1. What CTR is considered normal?

Search: 2–5%, in social media: 0.8–1.5%, in e-mail: 2–4%. Compare with industry benchmarks.

2. How to choose an attribution model?

START WITH last click AND position-based SCENARIOS, TEST data-driven. CONSIDER sales cycle LENGTH and TOP channel ROLE.

3. How to measure brand activity?

Brand lift, search queries, share of voice, direct traffic growth, NPS surveys and brand knowledge.

4. How is budget forecasting done?

Use the impact model: base revenue + increment from each channel. Apply MMM or multifactor regressions.

5. What is the acceptable CAC?

CAC should be covered by LTV. LTV/CAC ≥ 3 is a good metric. Payback< 12 міс. для SaaS B2B, < 6 міс. для B2C.

6. How to evaluate content marketing?

Tracking micro-conversions, time on page, Assisted Conversions, pipeline from content, state models of attribution.

7. When should advertising be scaled up?

When CPA is stable, ROAS > 3, infrastructure is ready for increasing leads, there is budget and personnel surplus.

8. How to build a dashboard?

Use BI (Data Studio, Power BI, Tableau), ad consoles, CRM. Display funnel, CAC, ROI, budget dynamics.

9. How to plan email chains?

Create welcome, onboarding, nurture, reactivation. Measure open rate, CTR, conversion rate, unsubscribes.

10. Which trends should be considered?

Privacy-first analytics, AI-creatives, zero-party data, automated bidding, content personalization, short videos.

📖 Guide with examples

Example 1: Vortex

Coverage 200%, CTR 5%, MQL 10%, SQL 25%, closing 20%.

Visitors = 10 000
MQL = 1 000
SQL = 250
Agreements = 50

Example 2: Budget

Budget 600k UAH, CPL 150 UAH, 35 leads/sale, check 9,000 UAH.

LEADS = 4 000
SALES ≈ 114
REVENUE = 1 026 000 ₴
CAC ≈ 5 263 ₴

Example 3: ROI

Revenue 2.4M UAH, expenses 1.1M UAH, retention 30%, attribution coefficient 0.7.

Adjusted revenue = 2.4 × (1 + 0.3) × 0.7 = 2.184M UAH
ROI = (2.184 - 1.1) / 1.1 ≈ 0.98 (98%)

Example 4: ROAS

Costs 400k UAH, revenue 1.1M UAH.

ROAS = 1.1 / 0.4 = 2.75

Example 5: Forecast

M = -H - full diamagnetism

MRR over 6 months ≈ 700 × 1.07^6 ≈ 1 050 k ₴