Helpful Toolbox

Facebook Ads Budget Calculator

Enter your sales goal and funnel numbers, and this calculator works backwards to the clicks, impressions, and ad budget you need — with every result updating live as you type.

📖 How it works & FAQ

What this calculator does

Most advertisers pick a budget first and hope the sales follow. This tool flips that around: start with the number of sales you want, and it works backwards through your funnel to the ad spend required. Because Facebook and Instagram bill by impressions (CPM) or by clicks (CPC), you can model either way. The math is fully transparent: clicks needed = sales goal ÷ landing page conversion rate, impressions needed = clicks ÷ CTR, and budget = impressions ÷ 1,000 × CPM (or clicks × CPC). Everything runs privately in your browser — nothing is uploaded or stored. Results are estimates only, not professional financial or advertising advice.

How to use it

  1. Enter your sales goal — the number of purchases you want this campaign to produce.
  2. Set the campaign length in days so the total can be split into a daily budget.
  3. Choose CPM or CPC pricing and enter the rate you see in Ads Manager.
  4. Add your link CTR and your landing page conversion rate as percentages.
  5. Enter your average order value to project revenue and ROAS.
  6. Read the results row — every card updates live as you type.

FAQ

What CPM or CPC should I enter?
Use your own account history whenever you have it — Ads Manager shows both under the Performance columns. Starting from scratch, many ecommerce advertisers see roughly $8–$20 CPM or $0.50–$2.00 CPC, but rates swing widely by niche, country, and season, so run a small test and plug in real numbers.
What counts as a good CTR and conversion rate?
A link CTR around 1–2% and a landing page conversion rate of 2–5% are common for cold ecommerce traffic. Retargeting audiences usually convert two to three times higher.
Why is my required budget so high?
The funnel compounds. Halving either your CTR or your conversion rate doubles the impressions you must buy. Before raising spend, test a stronger hook, faster landing page, or clearer offer — small rate gains cut the budget dramatically.
How is ROAS calculated here?
Projected revenue is sales goal × average order value, and ROAS is that revenue divided by total spend. Whether a given ROAS is profitable depends on your product margin, so compare it against your breakeven ROAS.