Marketing Cockpit
Levers
$8,000 budget → 16,000 clicks → 320 new customers → $32,000 revenue → $8,000 profit · $150 value per customer
Overall verdict
Profitable on both axes, perhaps too cautious. ROAS 4.0x against 2.0x break-even, LTV:CAC 6.0 : 1, $8,000 profit after ads a month. You could spend up to $50.00 per new customer and still sit at 3 : 1.
Continue with budget allocation →Headroom before it tips
| Lever | today | would need |
|---|---|---|
| CPC | $0.50 | up to $0.63 |
| Conversion rate | 2.0 % | from 1.6 % |
| Order value | $100 | from $80 |
| Gross margin | 50 % | from 40 % |
| Purchases per customer | 3.0× | from 1.5× |
Instrument panel
What is unit economics, and where the cockpit gets its numbers
Unit economics asks one thing: does a customer bring in more than they cost to win? The cockpit answers with numbers you have already entered elsewhere, taking budget and cost per click from the CPC calculator, conversion rate from the conversion rate calculator, order value from the AOV calculator, margin from the profit margin calculator and purchases per customer from the CLV calculator. Anything missing falls back to a default, and the label beside each slider says which it is. Moving a slider changes the value here only; the calculators keep theirs.
The profit drivers, from click to customer value
Budget buys clicks. Some of those clicks order, each order brings revenue, and the margin is what stays. Take the budget back off and you are left with the profit from first orders. Over all of a customer's purchases the same margin adds up to their lifetime value, and dividing that by what the customer cost gives the LTV:CAC ratio.
One simplification is deliberate: every order from advertising counts as a new customer. If your ads mostly bring regulars back, the CAC shown here is too low.
Customer profitability on two axes
ROAS judges the first order; the LTV:CAC ratio judges the whole customer. You need both, because they can disagree. A shop with loyal customers may lose money on the first order and still do well, as long as it can fund each customer for a few purchases. It also runs the other way: a campaign covers its first orders, the customers never come back, and winning them costs more than they ever return. The overall verdict reads both axes, and the table beside it shows how far a single slider would have to move.
Copy scenario link shares your current settings. Whoever opens it sees your numbers, and nothing is saved on their side.