Metrics & ROI
Starter Dashboard

Find your acquisition costs.

01 / Start here

Required *

CUSTOMER ACQUISITION COST (CAC)

ENTER MONTH & YEAR YOU NEED ANLALYZED *

ENTER WHAT YOU SPENT ON MARKETING THIS MONTH *$Ads, events, tools, contractors, and relevant sales or marketing labor used to acquire customers.ENTER # OF FIRST-TIME PAYING CUSTOMERS BROUGHT IN THIS MONTH *First-time paying customers gained month. Count customers (not orders).

Customer acquisition cost

Enter spending and new paying customers

Monthly CAC is just a starting estimate. Sales from first-time customers may not be seen until later months. Be sure to review your patterns across several months.

02 / Go further

DIVE DEEPER INTO YOUR NUMBERS

Leave unknown numbers blank.

Estimate what a customer spends over time

Average purchase value$Revenue per purchase. If you have multiple customer segments, use the same customer group for all three entries in this section.Purchases per yearEstimated purchases per customer per year. Monthly subscriptions = 12.ESTIMATED CUSTOMER LIFESPAN (YEARS)Estimated relationship length. Eighteen months = 1.5

ENTER TWO WEBSITE RESULTS

Website visitsWebsite sessions during the month above. Find this in your website analytics.# OF WEBSITE VISITS THAT ENDED IN A PURCHASESessions with at least one purchase in the same month. Exclude in-store sales, if applicable.

ENTER SALES REVENUE FROM THIS MONTH

Attributed sales revenue$Revenue you can credit to activities funded by acquisition spending; less refunds, excluding sales tax. Count each sale once.

03 / Your results

YOUR BIG PICTURE

Estimated lifetime revenue

Calculated Results

Website purchase conversion

Calculated Results

Revenue-based return

Your Calculated Return

Lifetime revenue is before delivery and acquisition costs; it does not estimate profit.

Revenue-based return excludes delivery costs and overhead. A positive result does not necessarily mean profit.

04 / Look ahead

PLAN YOUR NEXT ACTION

Change one thing at a time and record what happens.

My next moveOne action I will takeReview date