What does your funnel really return?
Short answer: funnel ROI is profit divided by what the funnel cost, where profit is your revenue after refunds and fees, minus ad spend and other costs. Enter your traffic, the conversion at each step and your prices into the funnel ROI calculator below. You get revenue, profit, ROI and ROAS, the most you can pay for each buyer and still break even, and how much an order bump and an upsell add to each of them.
The bump and the upsell add $514 in revenue and $489 in profit a month, and raise your break-even CPA from $88.61 to $104.90.
| Step | People | Amount |
|---|---|---|
| Visitors | 5,000 | |
| Reached the checkout | 500 | |
| Bought the main offer ($97) | 30 | $2,910 |
| Took the order bump ($27) | 8.1 | $218.70 |
| Took the upsell ($197) | 1.5 | $295.50 |
| Refunds | -$68.48 | |
| Fees | -$108.75 | |
| Ad spend and other costs | -$2,100 | |
| Profit | $1,146.96 |
- The starting numbers are an example, not a benchmark. Replace them with yours.
- For reference, our own funnels saw bumps taken by 41% and 27% of buyers and upsells by 2% to 9% (the real numbers), and 6.06% of the people who reached our checkout pages ordered (how that was counted).
How the funnel ROI is worked out
- Buyers = visitors × % who reach the checkout × % of those who buy.
- Revenue = buyers × main price + buyers × bump take rate × bump price + buyers × upsell take rate × upsell price.
- Net revenue = revenue − refunds − fees. Fees are the percentage on all revenue plus the fixed fee on each charge. The bump is paid with the main order; an upsell after payment is a charge of its own.
- Profit = net revenue − ad spend − other costs. ROI = profit ÷ (ad spend + other costs). ROAS = revenue ÷ ad spend.
- Break-even CPA = (net revenue − other costs) ÷ buyers: the most you can spend on ads for each buyer before the funnel loses money. Your actual CPA is ad spend ÷ buyers.
- What the bump and upsell add: the same funnel worked out again with both take rates at 0%, and the difference.
What it assumes
- Every starting number is an example, not a benchmark. Replace each one with yours.
- Fees start at 2.9% + $0.30, Stripe's standard US card rate. Card fees aren't returned when you refund, so they're counted on all revenue.
- Refunds are a share of revenue. Sales tax and VAT aren't included.
- One month, one funnel. Repeat purchases and subscription renewals aren't counted, so a funnel that sells a membership is worth more than this shows.
Worked example
5,000 people visit in a month, from $2,000 of ads, plus $100 for tools. 10% of them reach the checkout and 6% of those buy a $97 product: 30 buyers.
27% of buyers tick a $27 order bump and 5% take a $197 upsell after paying. Revenue is $3,424. After 2% in refunds and card fees of 2.9% + $0.30, $3,247 is left, and $1,147 after costs: an ROI of 54.6% and a ROAS of 1.71.
You paid $66.67 in ads for each buyer, and could pay up to $104.90 before losing money. Without the bump and the upsell, that ceiling would be $88.61 and the month's profit $658. The two extras add $489 of profit a month from the same traffic.
Swipefast is $49 a month with bumps, upsells, payment plans and affiliates included. Your AI can set it up for you.
Questions
How do you calculate funnel ROI?
ROI = (net revenue − total costs) ÷ total costs. Net revenue is what's left of your sales after refunds and fees; total costs are your ad spend plus everything else the funnel needs that month. An ROI of 50% means every $1 spent came back as $1.50.
What's the difference between ROI and ROAS?
ROAS divides revenue by ad spend alone, before refunds, fees and other costs. ROI divides profit by all costs. A funnel can show a ROAS of 2 and still lose money once fees, refunds and tools are paid, which is why the calculator shows both.
What is a break-even CPA?
The most you can pay in ads to win one buyer without losing money: net revenue per buyer, minus your other costs per buyer. If your actual cost per buyer is under it, the funnel makes money. An order bump and an upsell raise it, so you can pay more for the same buyers.
What take rates should I use for the bump and the upsell?
Your own, as soon as you have them. For reference, our own funnels saw order bumps taken by 41% and 27% of buyers, and upsells by 2% to 9%. The calculator starts at 27% and 5%, so change them to yours.
What checkout conversion rate is normal?
One real data point: across all of our products, 6.06% of the people who reached a checkout page ordered (30,911 checkout views, 1,872 orders). Yours depends on your traffic, your price and how warm buyers are. Count it the same way here: buyers divided by people who reached the checkout, not everyone who visited.