How much budget does that target actually need?
Most revenue targets are set without checking whether the required CPA is even affordable. This works backwards and tells you before you commit.
Your numbers
After COGS, shipping, fees, discounts, and returns.
Revenue you'd get without paid media. Paid only has to cover the rest.
Annual media budget required
$295,455
About $24,621 per month to hit the target.
Orders needed
3,571
2,321 from paid
Clicks needed
105,519
Implied CPA
$127
Your CAC ceiling
$59
Contribution per order.
Implied ROAS required
1.10x
This target isn't reachable at these inputs. An implied CPA of $127 exceeds your $59 ceiling, so every paid order loses about $68.47. Raising conversion rate or order value moves this far more than a bigger budget will.
Conversion rate is the most sensitive input here. Try raising it a few tenths of a point — the required budget usually falls faster than people expect, which is the whole argument for fixing the funnel before scaling spend.
Calculated in your browser — nothing is sent anywhere, and nothing is stored.
The maths, so it isn't a black box.
It starts from orders, not spend
Revenue target divided by average order value gives the orders you need. Everything else derives from that, which is the correct direction — spend is an output, not an input.
It subtracts what organic already covers
Paid only has to produce the share of revenue that organic, email, and direct don't. Skipping this step is the most common way budget requirements get overstated.
It checks CPA against your ceiling
The required CPA is compared to contribution per order. If it exceeds it, the plan loses money at every level of spend and no budget increase fixes that.
It exposes conversion rate as the real lever
Nudge the conversion rate input a few tenths of a point and watch the required budget fall. That sensitivity is the argument for fixing the funnel first.
Questions about this calculation
Then the target isn't reachable through spend alone, and that's genuinely useful to know before the year starts. The realistic responses are raising conversion rate, raising order value, improving margin, or revising the target — not hoping for cheaper clicks, which the auction sets rather than you.
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