SubeR WORK / TOOLKIT

Marketing manager

Check campaign metrics, estimate goal costs and prepare the next launch.

Illustrative photograph: Two colleagues planning at a whiteboard.

WORKSHEET / QUICK CALCULATION

Campaign metrics

Fill the figures you know. Blank means unknown, not zero.

HOW IT WORKS · EXAMPLE1,000 impressions50 clicks5 conversions5%10%
Example, not a benchmark: CTR 5%; click-to-conversion 10%.
Method & limits

CTR = clicks ÷ impressions × 100. CVR = conversions ÷ clicks × 100. CPC = spend ÷ clicks. CPM = spend ÷ impressions × 1,000. CPA = spend ÷ conversions. ROAS = attributed revenue ÷ spend. Missing values or zero denominators show “Not available”. Use the same reporting window and attribution definition. ROAS is not profit or proof of causation; no performance benchmark is implied.

WORKSHEET / QUICK CALCULATION

Conversion-goal scenario

Estimate clicks and spend under a conversion-rate assumption you supply.

HYPOTHETICAL EXAMPLE20 ÷ 5%Goal ÷ rate400clicks
Hypothetical: 20 ÷ 5% = 400 clicks; at 2 CAD/click = 800 CAD.
Method & limits

Clicks = goal ÷ (assumed rate ÷ 100), rounded UP. Spend = rounded clicks × assumed CPC. Rate must be greater than 0 and at most 100%. A fixed-rate arithmetic scenario, not a forecast or guarantee that the goal will be achieved.

More useful tools

A practical starting point

  1. Write down the campaign goal and reporting period.
  2. Use matching definitions and attribution windows for comparisons.
  3. Check the final copy, links and approvals in your publishing platform.

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