What Your Budget
Actually Turns Into.
Impressions become clicks, clicks become registrations, registrations become deposits — and each step throws most of them away. Move the sliders and watch where your money stops being money.
No benchmarks are supplied and nothing is stored. Put in your own numbers, or the numbers somebody has promised you, and see whether the arithmetic survives.
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A ten percent improvement to each input, measured against deposits.
02How To Read It
A cheap cost per registration means nothing if the registration to deposit rate is low. The only cost that matters is the one attached to money arriving. More on FTD-measured campaigns.
Delivery systems need a reasonable volume of conversion events to stabilise. Too few and the campaign stays in learning permanently, which makes costs erratic regardless of how good the targeting is.
A single deposit rarely covers acquisition on its own. Whether a customer returns is a retention question, and it sits on your side rather than in the advertising account.
Work backwards. If the rates required to break even look higher than anything you have achieved before, the plan is the problem rather than the budget. See what stopped delivery adds on top.
03FAQ
Spend divided by deposits. Deposits are impressions times click-through rate, times page conversion, times registration to deposit rate. Each stage discards most of the previous one, which is why a small change early produces a large change at the end.
Because a lead is a contact record. Very cheap leads that never fund anything conceal a total loss. The only cost worth watching is the one attached to money arriving.
We deliberately supply none. They differ by vertical, market, traffic source and offer, and any figure published as a benchmark is a number taken from another account and sold to you as yours.
Delivery systems need enough conversion events per week to stabilise. Below that they stay in learning, and costs swing regardless of how good the targeting is.
Optimise toward an earlier event such as registration while tracking deposits separately, and consolidate ad sets so events pool rather than splitting across ten of them.
Rarely does. Most deposit businesses recover cost across repeat deposits, which makes lifetime value the number that sets what you can afford to pay.
Mathematically the rate inputs all multiply equally. Practically, page conversion and registration to deposit are the most improvable, while media costs are set by auction competition rather than by effort.
No. Everything runs in your browser and nothing leaves it.
Less Bureaucracy.
More Work.
Bring the numbers you just put in, and we will tell you which of them are realistic in your market and which are not. The conversation costs nothing and carries no proposal attached to it.
Glossary · Case files · High-risk media buying · CRO & analytics
Reviewed and updated November 2026