Build a campaign budget from a target number of conversions, expected CPA and a contingency.
The base cost is unit cost times quantity; the overhead percentage adds the contingency that real projects need, and the result is divided back out to give a fully loaded cost per conversion. Quoting the bare unit cost is how budgets get overrun — the loaded figure is the one to plan against.
Campaign Budget
Campaign Budget = Expected cost per acquisition × Target conversions × (1 + overhead %)
Campaign Budget = Expected cost per acquisition × Target conversions × (1 + overhead %) The base cost is unit cost times quantity; the overhead percentage adds the contingency that real projects need, and the result is divided back out to give a fully loaded cost per conversion.
Quoting the bare unit cost is how budgets get overrun — the loaded figure is the one to plan against.
This calculator takes 3 inputs: Expected cost per acquisition, Target conversions, Overhead or contingency. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.