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OCEAN MEDIA / GROWTH ECONOMICS

Know Your Numbers
Before You Scale.

Enter your customer economics, close rate, and marketing costs to calculate target CAC, maximum CPL, break-even ROAS, and projected contribution profit.

  1. Customer Value
  2. Contribution Margin
  3. Allowable CAC
  4. Allowable CPL
  5. Required ROAS
  6. Ad Budget
  7. Contribution Profit
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Ocean Media Marketing • Growth Economics

Paid Media Profitability Calculator

Find the exact CPL, CAC and ROAS your business needs before you scale ad spend. This model works backward from real contribution profit, not vanity metrics.

1. Customer Economics

$
$
$
%

2. Sales Funnel

%
$

3. Marketing Investment

$
$
% spend
$/mo

Contribution margin should be revenue remaining after variable fulfillment costs such as product/materials, direct labor, merchant fees, commissions, shipping and other costs that rise with each sale. Fixed overhead and taxes are not included unless intentionally added to the model.

Break-even ROAS
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Media-only, before agency fee
Fully loaded break-even ROAS
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Includes current marketing fees
Target CAC
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Preserves desired customer profit
Target max CPL
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Based on current close rate
Profitable
Economics support paid acquisition
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Projected monthly contribution profit after marketing
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StopNear break-evenProfitableScale candidate

Projected Monthly Economics

MetricProjectedMeaning
Leads—Ad spend ÷ CPL
New customers—Leads × close rate
Attributed first-sale revenue—Customers × AOV
Media ROAS—Revenue ÷ ad spend
Media CAC—Ad spend ÷ customers
Fully loaded CAC—Total marketing ÷ customers
Contribution before marketing—Revenue × contribution margin
Total marketing investment—Spend + fees + direct acquisition costs
Contribution profit after marketing—Contribution − total marketing
Contribution profit per ad $—(ROAS × contribution margin) − 1
Contribution LTV:CAC—Contribution LTV ÷ fully loaded CAC

Scenario Stress Test

ScenarioCPLClose RateCACROASProfit After Marketing
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TURN THE NUMBERS INTO A PLAN

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the assumptions?

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UNDERSTAND YOUR RESULTS

ROAS is revenue efficiency.
It is not profit.

Contribution per transaction
Dollars left from an average sale after direct fulfillment costs, before marketing and fixed expenses. The calculator converts this amount into a contribution-margin percentage.
Customer LTV
Expected revenue across the customer relationship. The model converts revenue LTV into contribution LTV before comparing it with CAC.
CAC
Customer acquisition cost. Media CAC uses ad spend only. Target CAC is the ceiling that preserves your chosen share of first-sale contribution.
CPL
Cost per lead. Target CPL applies your close rate to target CAC. Compare fully loaded CAC with target CAC because fees also use acquisition capacity.
ROAS
Attributed first-sale revenue divided by ad spend. A 4x ROAS means $4 in attributed revenue per $1 of media spend, before other costs.
Fully loaded CAC
Ad spend, agency fees, and other direct acquisition costs divided by acquired customers.
Important model assumptions
  • Replace the example inputs with your numbers. Fractional leads and customers are modeled averages.
  • Sensitivity scenarios use the same ad budget; they are not forecasts or guarantees.
  • Target CPL and media break-even ROAS exclude agency fees. Use fully loaded results to evaluate the full engagement.
  • “Contribution profit per ad $” deducts media only. Contribution profit after marketing also deducts agency fees and direct acquisition costs.
  • The model evaluates your entered budget. It does not determine an optimal starting budget or statistical significance.
  • Attributed revenue may not be incremental. Contribution profit is not net income and excludes fixed overhead, taxes, debt service, and owner compensation.
  • Lifetime economics assume one contribution-margin percentage. Different repeat-purchase, subscription, upsell, or service-tier margins require a cohort model.
  • A scale-candidate label is directional. Monitor marginal CAC, lead quality, capacity, and cash flow as spend changes.