Funnel Analysis Tool | BetterAt Conversion

Who is it for and how can you use it?

Whether you're a small e-commerce store owner, a marketer, or just curious about how your online sales are performing, this calculator is for you.

Essentially, you're going to feed it some key information about your website and sales process, and it'll do all the number-crunching for you.

This allows you to:

Visualize Your Sales Funnel: See how many people are moving from browsing to buying.
Spot Weaknesses: Figure out where you might be losing customers along the way.
Calculate Profitability: Find out if your efforts are actually making you money, after factoring in all your costs.
Test Scenarios: Play around with different numbers to see how changes in conversion rates, ad spend, or average order value impact your bottom line.

Labels Explained (101):

What do all these labels mean? Let's break them down:

Sessions: This is simply the total number of visits to your website. It's your starting point. If you are trying to calculate the performance of your ads, add total sessions from your paid channel.
View product (%): This slider lets you estimate what percentage of your total website visitors actually visit a product page.
Add to Cart (%): The percentage of those that visited your product pages that end up putting a product into their shopping cart.
Begin checkout (%): The percentage of added-to-cart visitors who then start the checkout process.
Purchase (%): This is the percentage of checkout starters who end up completing a purchase.
Margin (%): Your margin is the percentage of revenue that's left after you subtract the cost of the products you're selling (the cost of goods sold, or COGS). So, if you sell something for €100 and it cost you €60, your margin is 40%. This is the profit before considering all other expenses.
Average Order Value (€): This is how much your customers usually spend each time they make a purchase (on average).
Ad Spend (€): The total amount of money you spend on advertising to drive traffic to your site.
Average CPC (€): This is an alternative way to input your ad costs, it's the cost you pay each time someone clicks on one of your ads.
Additional Costs (€): Any other costs that aren't included in your product costs or ad spend, like shipping, packaging, agency or freelancer fees.

The result section:

Revenue: The total amount of money made from sales
Profit: Your revenue * the margin provided, which basically looks at how much money that's left after you subtract the cost of the products you're selling.
Total Ad cost: Total ad cost, either directly inputted, or calculated based on CPC
Ad Spend (€): The total amount of money you spend on advertising to drive traffic to your site.
Other Costs: The additional costs you provided
Total Costs: The sum of both ad cost and other costs
Net Profit: Your real profit, after all costs. Don't forget that this does not include your employees salaries and other business expenses.
ROAS: Return On Ad Spend, meaning how much revenue you earned for every euro you spent on advertising. If you have a ROAS of 5.0, this means that for every 1€ you spend you earn 5€

Have more questions?

What if I don't know my exact conversion rates, how can this tool help me?

That's totally okay! The sliders are there to help you experiment and set some realistic goals. You can start with some reasonable estimates and play around with different percentages to see how your final profits are affected. This tool is great for figuring out what kind of conversion rates you need to aim for to reach your profit goals. It is meant to be played around with.

I don't have data for 'Ad Spend'. What do I do?

No problem! If you are not currently running ads, you can skip this part and just focus on the conversion funnel. Otherwise, if you don't know your total ad spend, you can instead put your Cost Per Click (CPC) amount. If you know your CPC, the tool will calculate an ad spend estimate based on that. However, it’s most accurate if you have the actual ad spend.

My 'Net Profit' is negative – is that bad?

A negative net profit means you're spending more money than you're making, which is definitely something you'd want to address. But don't worry, that's why you're here! This tool can help you identify where the problem lies (low conversion rates, high ad spend, etc.), so you can then make changes to improve your profitability.

What is a good ROAS and how is it calculated?

ROAS (Return on Ad Spend) is how much revenue you generate for every euro you spend on advertising. It's calculated as Revenue / Ad Spend. A ROAS of 1 means you're just breaking even, so a ROAS above 1 (such as 2, 3, or higher) is what you should be aiming for! The higher your ROAS, the better your ads are working.

How can I use the 'Net Profit' to better my business?

You can use this number to understand whether or not you’re making money. If you find out that you have a negative net profit, you should start working on that. The tool can help you identify problems, and then try to change some variables to create a positive outcome. Remember, the goal is to see how all these pieces fit together to make a profitable online business.