revenue ÷ ad spend
contribution after ad spend
1 ÷ gross margin
Your funnel
Bar width is the share of all sessions that reached each step.
Stage by stage
Against rules of thumb for this store type. These are rough guides, not guarantees.
What fixing each leak is worth
Every stage below the midpoint for your store type, if it hit the midpoint and nothing else changed. Same traffic, same ad spend. Biggest first.
How it's worked out
Each rate is the step's count ÷ the step before it. Overall conversion is orders ÷ sessions, which is all four rates multiplied together.
Orders scale with any one rate, so fixing a stage gives orders × (midpoint ÷ your rate). Extra revenue is extra orders × AOV. Extra profit is that × gross margin, because traffic and ad spend don't change.
MER is revenue ÷ ad spend across the whole store. Profit after ads is revenue × gross margin − ad spend, before fixed costs like staff and rent.
LTV is AOV × margin × lifetime orders. Lifetime orders are orders a year × years, or 1 ÷ (1 − repeat rate). Payback is the order, and month, where gross profit covers CAC.
Rules of thumb used, by store type
Typical ranges for small and mid-sized online stores, mixed device traffic, paid and organic together. They're starting points for spotting a weak step, not guarantees or targets. Your own trend over time beats any benchmark.
Found the leak? Now find where the profit goes.
Ecomtoolpack includes the Profit Diagnostician, a Claude skill that takes these numbers and tells you which fix to do first, what nCAC you can afford, and where margin is slipping. Plus the Traffic Diagnostician, Product Page Fixer, Cart & Checkout Fixer and AOV Booster. $29.99 once.