Analytics Hub · Live demo
Model your full funnel and money flow across commerce models — see CAC, LTV, ROAS, payback and the kill-metric that decides whether scaling builds revenue or burns it.
Why this works
This calculator isn't a toy — it's the exact mental model we apply in every audit. Marketing only makes sense as a chain: each stage multiplies the previous one, and one weak link silently burns the whole budget.
Budget ÷ CPM = impressions. The raw material. Cheap attention means nothing if the next steps leak.
CTR turns attention into traffic. A 0.4% vs 1.2% CTR is a ×3 difference in everything downstream.
CR1 (click → lead) tests your offer. CR2 (lead → customer) tests your sales process. They fail independently.
AOV × frequency × margin − churn. Revenue is vanity; contribution after all costs is the only real number.
Lifetime margin per customer divided by what you paid to acquire them. Below 1 — every sale loses money. Between 1–3 — fragile. Above 3 — you have a machine worth scaling.
Benchmark: ≥ 3.0 healthy · ≥ 1.0 survivalMonths until a customer's margin repays their CAC. Long payback means growth eats cash even with great LTV — the silent killer of funded startups and bootstrapped stores alike.
Benchmark: ≤ 12 mo B2C · ≤ 18 mo B2BEvery vertical has one number that overrides everything: loss ratio in InsurTech, D30 retention in gaming, completion in EdTech. If it's red, more budget only accelerates the loss.
Rule: fix the kill metric before scaling spendMost analytics tools report channel metrics in isolation. The Sankey forces every dollar to be accounted for: what COGS takes, what the vertical eats, whether gross profit actually covers marketing — or whether a cash gap is quietly financing your growth. That's the difference between reporting and understanding.
Free 30-minute audit
Sliders are estimates. Your tracking data is the truth. We'll connect your ad platforms and CRM, rebuild this exact model on real attribution — and show precisely where revenue is leaking.