VSL calculator.

Model your VSL funnel. Find the next improvement with the biggest return on ad spend.

Campaign name

Start date (optional)

End date (optional)

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Build your financial model

Adjust the assumptions below. Your projected return updates as you go.

Traffic

Ad spend

Budget for this VSL funnel

CPM

Cost per 1,000 ad impressions

Conversion assumptions

CTR

Derived from spend, CPM and page views; clicks equal page views

Application rate

Applications ÷ landing page views

Call booking rate

Booked calls ÷ applications

Call show rate

Attended calls ÷ booked calls

Close rate

Customers ÷ attended calls

Offer values · USD

Upfront cash per sale

Average payment received at purchase

Contract value per sale

Average full sale value, including installments

Pageview → booked call5.24%

Main target: 5%On target

Application and booking rates are not flagged as bottlenecks when total throughput meets this target.

Starting values are editable examples.

Cash ROAS

Projected

2.7×

$2.70 in upfront cash per $1 of ad spend.

Contract Value ROAS

4.5×

Customer acquisition cost (CAC)

$1,111.11

Your VSL funnel

Assumed rates

CTR1.5%Of ad impressions2,500 page views

Application rate7%Of landing page views175 applications

Call booking rate75%Of applications131 booked calls

Call show rate70%Of booked calls91 attended calls

Close rate20%Of attended calls18 customers

Upfront cash collected$54,000.00

Total contract value$90,000.00

Cost per lead$114.29

Cost per call$152.67

Cost per show$219.78

Each projected people count is rounded down before calculating the next stage. ROAS measures return on ad spend, before other business costs. Contract value includes payments that may not yet be collected.

Compare scenarios

Save a baseline, change your assumptions, and see the difference.

No saved scenarios yet. Save your current numbers to compare them with another projection. Up to eight scenarios are included in your CSV.

How the calculations and CSV work

Landing page views = ad spend ÷ CPM × 1,000 × CTR, rounded down. This model treats ad clicks and landing page views as the same count. Multiply by application rate, booking rate, call show rate and close rate in sequence, rounding down each count before calculating the next stage.

Pageview-to-booking rate = booked calls ÷ landing page views. It is a summary of application and booking conversion, not another conversion step. Once total throughput meets its target, those two rates are not prioritized as bottlenecks. Below target, their reference rates help compare where an improvement could have the greatest effect.

Cost per lead uses applications; cost per call uses booked calls; cost per show uses attended calls; CAC uses customers. Each cost equals ad spend divided by its count. Cash ROAS uses upfront cash at purchase; CV ROAS uses full contract value. Both are revenue divided by ad spend, before other business costs.

Use one consistent reporting period and attribute applications, calls and customers to that traffic. Blank values are unknown; enter zero for a measured zero. Each comparison changes one metric at fixed spend and keeps other rates and per-sale values steady. Combined improvements are recalculated together.

Calculations run in your browser and autosave on this device. Clearing browser storage removes that saved work. Export a CSV to keep a portable copy, share it with your team, or upload it to an AI tool of your choice. CSV results use whole people and two decimals for other figures. Input rows retain their original precision so importing your CSV restores the same calculations. Importing replaces the current workspace and recalculates all results.