Enter ad metrics
Set your planned budget and cost per click (CPC). Define the funnel: site-to-lead conversion (CR1) and sales conversion (CR2).
Free
Unit economics forecast calculator
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Unit economics and marketing payback forecast: enter budget, cost per click (CPC), site conversion (CR1), sales conversion (CR2), average order, and margin. Get lead forecast, CAC, profit, and ROMI including retention.
Калькулятор прогноза Unit-экономики
1 = без повторов, 1.2 = +20% к прибыли
How to build a forecast in 3 steps
Add financial data
Enter average order value, product margin, and retention if you have repeat sales.
Review the results
The tool calculates leads, customer acquisition cost (CAC), profit, and return on marketing investment (ROMI).
The math of profitable growth
Unit economics is a way to see if your business model is profitable by looking at one unit or one customer. If it doesn’t work for one customer, scaling will only speed up failure. Our calculator helps find bottlenecks: maybe you need to improve conversion or average order, not just increase budget.
Key metrics: ROMI and Retention
We use two main formulas:
ROMI (Return on Marketing Investment) shows how effective your ad spend is:
ROMI = (Profit from marketing − Marketing spend) / Marketing spend × 100%
Retention reflects repeat purchases. Even if the first sale is loss-making, high retention can make the business very profitable over time through LTV (Lifetime Value).
Frequently asked questions
What is “healthy” unit economics?
A common standard is LTV to CAC of 3:1 — the customer brings three times more profit than you spent on acquisition. ROMI above 100% means marketing pays back; 200%+ is strong. CAC should be below margin per sale, or scaling ads only increases losses.
Why does my forecast show negative ROMI?
That’s a signal to act. Often the cause is high CPC, low site (CR1) or sales (CR2) conversion, or low margin. Use the calculator as a simulator: raise CR1, CR2, average order, or margin and see when ROMI turns positive — that shows which levers to fix first.
Is my business data stored?
No. All unit economics calculations on Shift Box run locally in your browser. We don’t send or store your budgets, conversions, or assumptions. PDF export is also generated on your device.
What are CR1 and CR2 and where do I get them?
CR1 (site conversion) is the share of visitors who became leads (call, form, chat). Leads / clicks × 100%. CR2 (sales conversion) is the share of leads that became customers. Sales / leads × 100%. Use numbers from your CRM and ad accounts for the last 1–3 months.
What is Retention in the calculator?
Retention (repeat purchase factor) is how much revenue one customer generates vs. the first purchase. 1 = one-time only. 1.2 = 20% more from repeat orders on average. 1.5 = 50% more. Higher retention and LTV allow higher CAC and make acquisition investment worthwhile.
When can I scale ad spend?
Scale when unit economics is already healthy: ROMI consistently above 100%, CAC below margin, conversions and average order backed by data. Lock in metrics at a small budget first, then increase spend while watching so CPA and ROMI don’t worsen as you exhaust the cheapest audience.
Why does the calculator use a specific currency?
The calculator can use your local currency for easier planning and comparison with actual ad and CRM spend. The formulas (ROMI, CPA, profit) don’t depend on the currency.
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