Input Parameters
$50000
$5K
$500K
$25000
$0
$300K
100000
10K
2M
4.5x
1x
15x
Baseline Assumptions
Current Search CPA
$75
Branded Search %
15%
Site Conversion Rate
2.5%
Search CPA Reduction
$8.25
11.0% decrease
Branded Search Lift
+32.5%
245 addtl searches/mo
Assisted Conversions
+186
$27,900 revenue
Full Funnel Impact
Retargeting Audience Growth
Search Efficiency Trend
Incremental Value Breakdown
Calculation Assumptions & Formulas
Branded Search Lift: Awareness spend drives brand recall. Formula: Branded Lift % = (Awareness Spend / Search Budget) × 15 × Frequency Factor. Frequency factor = min(frequency/4, 2).
Retargeting Pool Growth: New users from awareness campaigns. Formula: New Users = (Awareness Spend / $3 CPM) × Frequency^-0.3 × 0.4 engagement rate.
Search CPA Reduction: Higher branded mix = lower blended CPA. Branded CPA is ~40% of non-branded. Formula: New CPA = Current CPA × (1 - Branded Lift % × 0.35).
Assisted Conversions: Retargeting pool × 2.5% retargeting CVR + Branded lift × Base CVR × 1.8 view-through factor.
Baseline Metrics: Base CPA $75, Branded 15% of search, Site CVR 2.5%, AOV $150. Adjust based on your vertical benchmarks.