Ads Budget Calculator - Skaleit Agency

DTC Ad Spend – Min/Max & KPI Calculator

Enter the minimum needed. We'll auto-fill everything we can. Get a safe MAX (don’t cross), a smart MIN/Target based on payback, and an alternate MAX @ Target Net Profit%.

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Monthly Revenue ($) Revenue for the month (net of refunds & discounts if possible).

Average Order Value – AOV ($) Average checkout revenue per order.

Shipping included in AOV? (choose a scenario)

Scenario

Actual shipping cost per order ($)

Customer shipping charge per order ($) Put 0 if free shipping.

We auto-calc your shipping subsidy = cost − customer charge (never below 0) and include it in product costs. If you already know your subsidy per order, type it below and we’ll use that instead.

Shipping subsidy per order ($) — override (optional) Use only if you prefer to enter the subsidy directly.

Product costs (to auto‑calc Gross Margin %) — Kid‑friendly guide

COGS per order ($) What it costs to make/buy the product(s) in an average order.

Discounts (% of revenue) Average promo/discount rate across orders. Put 0 if none.

Payment fees (% of revenue) Stripe/Shopify/etc. Typical is ~3% + fixed fee.

Pick/Pack & Fulfillment per order ($) 3PL handling cost: boxes, labor, inserts, etc.

Other product‑level costs per order ($) Anything tied to each order (e.g., inserts, free gifts).

Gross Margin (%) — override (optional) If filled, this replaces the auto‑calc.

We use these to compute Gross Margin % automatically. You can skip all this by entering a GM% directly.

Variable OPEX (scales with sales)

Affiliate/Influencer – effective % of revenue (simple) If affiliates only touch some orders, use the helper below.

Customer Service per order ($)

Affiliate helper (only if you don’t know the effective %)

% of revenue driven by affiliates/influencers

Average commission on those sales (%)

We’ll compute effective affiliate % = share × rate. Example: if 20% of revenue is affiliate and you pay 10% commission, the effective company-wide cost is 2% of revenue.

Variable SaaS/Usage per order ($) SMS/Email sends, review widgets billed by usage.

Other variable OPEX (% of revenue)

We convert these into a single Variable OPEX %.

Fixed OPEX (monthly $) Salaries, rent, software, accounting — things that don’t change much with order count.

Target Net Profit % (optional) If you want to keep e.g. 10–20% net margin, we’ll cap spend to hit it.

Payback logic (for a smart Target spend)

Payback horizon

We can auto-calc horizon gross profit from simple repeat behavior. Or you can type exact dollars if you already know them.

Average revenue per repeat order ($) Defaults to AOV if left blank.

Extra orders by 3 months (per new customer)

Extra orders by 6 months (cumulative)

Extra orders by 12 months (cumulative)

First purchase gross profit ($) — override

3‑month gross profit ($) — override

6‑month gross profit ($) — override

12‑month gross profit ($) — override

% of orders that are new customers Used to estimate how many customers you acquire per month.

Current Monthly Ad Spend ($) — optional

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DTC Ad Spend – Min/Max & KPI Calculator

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