Unit Economics Calculator ↗
Estimate contribution per order after product, fulfilment and acquisition costs.
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Free D2C calculator
Marketing Budget Calculator
Allocate budget across Meta, Google, Email, Influencer, and other channels. Model channel ROAS to forecast revenue, orders, and CPA.
Free to use · No signup · Calculations run in your browser · Choose any currency
Works for any market. Enter your own costs and rates.
01
Budget overview
Channel allocation
100% allocatedMeta Ads$200,000
Google Ads$150,000
Email / SMS$75,000
Influencer$50,000
Other$25,000
Budget split
Meta Ads (40%)Google Ads (30%)Email / SMS (15%)Influencer (10%)Other (5%)
Channel metrics
| Channel | Spend | Revenue | Orders | CPA |
|---|---|---|---|---|
| Meta Ads | $200,000 | $700,000 | 583 | $343 |
| Google Ads | $150,000 | $600,000 | 500 | $300 |
| Email / SMS | $75,000 | $600,000 | 500 | $150 |
| Influencer | $50,000 | $125,000 | 104 | $480 |
| Other | $25,000 | $50,000 | 42 | $600 |
| Total | $500,000 | $2,075,000 | 1,729 | $289 |
Scenario estimate based on your inputs. It does not connect to your store or replace actual settlement and cost reports.
How to use this calculator
Enter the total budget and average order value. Allocate percentages to channels, check that the split totals 100%, and enter an assumed ROAS for each. Compare projected revenue, orders and acquisition cost.
Worked example
A ₹50,000 allocation at an assumed 3× ROAS gives ₹150,000 projected revenue. At ₹1,000 AOV, that is 150 projected orders and roughly ₹333 spend per order.
What the estimate leaves out
ROAS is revenue divided by spend, not profit. Channel attribution may overlap, and performance may change as spend increases. These are planning scenarios, not platform forecasts.
Use inputs from the same reporting period and compare the result with your actual costs before making a decision.
Explore ai & marketing services ↗How to Build an AI Brand Context Workflow ↗ · Read the complete marketing budget guide ↗
What could your marketing budget deliver at your target ROAS?
- Channel allocation
- The share of your total budget assigned to each channel. Use 100% total allocation for a complete plan.
- ROAS
- Attributed revenue divided by advertising spend. Enter 3 for a 3× target, not 300. A return on ad spend is not a profit margin.
- Projected cost per order
- Allocated spend divided by projected orders. Actual performance depends on traffic, offer, conversion and attribution.
Why it matters
How to Allocate Your D2C Marketing Budget
The right mix balances efficient growth with channel stability. Model the split before committing real money.
- 01
Start with your best channel
Give the largest share to a channel with repeatable performance and enough room to scale.
- 02
Diversify for stability
A multi-channel mix reduces the damage from volatility or an algorithm change in one platform.
- 03
Invest in owned channels
Email and SMS reach an existing audience and can improve blended efficiency when measured honestly.
Frequently asked
Straight answers.
How do I decide ROAS targets per channel?
Use your recent attributed performance as a starting point, then lower targets as spend scales and validate against contribution margin.
What is blended ROAS?
Blended ROAS is total projected revenue divided by total allocated spend across every channel.
How much should a D2C brand spend on marketing?
Spend should be constrained by cash flow, fulfilment capacity, and the CAC your unit economics can support.
Should I allocate more to the highest-ROAS channel?
Often, but not automatically. Check whether the channel can absorb more spend without efficiency dropping.
Check the next part of the picture.
Cash Runway Calculator ↗
Understand monthly burn and how long the current cash balance can support it.
Calculation method and examples maintained by MlabsGrowth. See the assumptions above before using an estimate.
Number worse than you expected?
Bring it to a free 30-minute audit. We rank the leaks we can see and name the one to close first — the list is yours to keep.
