Twenty 20 Marketing & Media
Free Tool

ROAS & Funnel
Calculator™

Enter your ad budgets and client goals. We calculate your full acquisition funnel using a 10% close rate at every stage — so you know exactly how many inquiries, leads, appointments, and shows you need to hit your number.

Ad Budget

TV, radio, print, outdoor, direct mail
$
Paid search, social, display, streaming
$
TrueCar, Martindale, Zocdoc, etc.
$
Traditional 42%
Digital 42%
Lead Providers 17%

Client Goals

How many new clients do you want to close?
Net profit per closed deal (not gross revenue)
$
Leave at 0 to auto-calculate from clients × profit
$

Actual Performance

Optional — override with real numbers to see your actual vs. needed funnel

ROAS Summary

Total Ad Budget$12,000
Projected Revenue$30,000
ROAS2.50xReturn on every $1 spent
Cost Per Acquisition$1,200Per closed client
Cost Per Lead$1
Cost Per Appointment$12
Profit Target: Met ✓$0 surplus

Required Acquisition Funnel

Based on 10% close rate at every stage

1
Total Inquiries Needed
100,000
2
Qualified Leads
10% of inquiries10,000
3
Appointments Set
10% of leads1,000
4
Appointment Shows
10% of appts100
5
Closed Clients
10% of shows10

Example: To close 10 clients, you need 100 shows, 1,000 appointments set, 10,000 leads, and 100,000 total inquiries.

Ready to build a media plan that actually hits these numbers?

Twenty 20 builds full-funnel campaigns across traditional, digital, and lead generation — engineered around your close rate and profit targets.

Book a Strategy Session
Reverse Funnel
Proprietary Methodology™ — Twenty 20 Marketing & Media

Profit Goal Planner

Start with your desired profit. We work backward through the entire funnel to show you exactly how many clients, appointments, leads, and ad dollars it takes to get there.

Your Profit Target

How much net profit do you want to generate?
$
Net profit per closed deal (not gross revenue)
$
Override the default 10% if you know your actual rate

Preferred Budget Mix

How do you prefer to allocate your ad spend across channels?

What It Takes — Working Backward

1
Profit Target$50,000
Your starting goal
2
Clients Needed17
At $3,000 avg profit per client
3
Appointment Shows167
At 10% close rate
4
Appointments Set1,667
At 10% show rate
5
Qualified Leads16,667
At 10% appointment set rate
6
Total Inquiries166,667
At 10% lead qualification rate

Estimated Ad Budget Required

Based on IAB 2024 avg CPL of $198 across channels

Total Budget Needed$3,300,000
Traditional$1,122,000
Digital$1,089,000
Lead Providers$1,089,000
Projected ROAS0.02x
Est. CPA$198,000

Forward vs. Reverse — Side-by-Side

Forward CalculatorMetricReverse Planner
10Clients / Month17
100Appointment Shows167
1,000Appointments Set1,667
10,000Qualified Leads16,667
100,000Total Inquiries166,667
$12,000Est. Total Budget$3,300,000
2.50xROAS0.02x

Red = Reverse Planner requires more than your current forward projection. Green = Reverse Planner is more efficient. Adjust your close rate or profit-per-client to close the gap.

Industry Benchmarks

How Your Numbers Stack Up

Blended ROASAt Benchmark
2.50xvs. 3.2x blended multi-channel avgSource data: 4A's Media Benchmarks, 2024
Cost Per LeadAbove Benchmark
$1vs. $198 digital CPL avgSource data: IAB Lead Gen Report, 2024
Cost Per AcquisitionBelow Benchmark
$1,200vs. $500 reasonable CPA benchmarkSource data: Cross-industry planning benchmark
Show-to-Close RateAt Benchmark
10.0%vs. 20–35% industry avgSource data: 4A's Sales Effectiveness Report, 2024

Benchmarks sourced from IAB, NAB, RAB, and 4A's published industry reports (2023–2024). Results vary by industry, market, and campaign type.

Intellectual Property Notice

© 2026 Twenty 20 Marketing & Media, LLC. All rights reserved. The ROAS & Funnel Calculator™, its underlying methodology, funnel logic, benchmark comparisons, and all associated content are the exclusive intellectual property of Twenty 20 Marketing & Media, LLC and are protected under the United States Copyright Act (17 U.S.C. § 101 et seq.) and applicable international copyright treaties. Unauthorized reproduction, redistribution, reverse engineering, or commercial use of this tool or its methodology — in whole or in part — without the express written consent of Twenty 20 Marketing & Media, LLC is strictly prohibited and may result in civil and criminal liability.

™ ROAS & Funnel Calculator is a trademark of Twenty 20 Marketing & Media, LLC. All other trademarks, service marks, and trade names referenced herein are the property of their respective owners.