Growth planning

Ecommerce channel budget planner

Work backwards from a monthly revenue target to the orders, sessions and media budget required, then model an indicative channel allocation.

No signupRuns in your browserUpdated 18 July 2026

Work backwardsTarget → orders → sessions → spend

A budget becomes useful when its traffic, conversion and margin assumptions are visible.

Monthly scenario

Build the demand model

Use a realistic conversion rate and cost per click for the traffic you plan to buy.

Planning output

Scenario ready

—Orders needed

→

—Sessions needed

→

—Estimated media spend

—Required ROAS

—Maximum spend at target margin

Validate the assumptions before committing spend.

Small changes in conversion rate and CPC can materially change the required budget.

Review the scenario

Keep this result Copy a concise summary, print it, or choose to add it to a consultation request.

Discuss this result

Planning estimate only. The model treats all sessions, orders and revenue as equal and does not account for attribution overlap, organic demand, repeat purchase, refunds, tax or channel-specific conversion rates.

Why work backwards from the target?

A revenue goal is not an advertising budget. It implies a number of orders, which implies a number of sessions at the expected conversion rate. Paid traffic then has to be available at a cost the gross margin can support.

Stress-test three assumptions

Conversion rate: use the rate for comparable paid landing traffic, not the store-wide headline if they differ.
CPC: use a blended forecast informed by the intended geography, product and channel.
Gross margin: deduct the costs that increase with each order before deciding what is available for acquisition.

Channel allocation is not one universal percentage

Google, Meta, affiliate and retention channels play different roles. Allocate budget from the available demand, creative capacity, partner opportunity and customer lifecycle—not a generic benchmark.