TruImpact

Funnel Health Inspector

It opens on a typical, leaky funnel sitting at 1.0x ROAS, working hard to break even. Tighten the five rates and watch the same spend turn into 3x the orders and a profitable ROAS. Hit Optimized to see the jump in one click.
Orders
33
Revenue
₹1,00,000
ROAS
1.00x
Breakeven trap
Cost / order
₹3,000

The 5 levers

₹
Only scales order volume, not ROAS.
₹
Lower CPM = cheaper reach = higher ROAS.
₹
Higher AOV lifts ROAS directly.
1
Impression → Click
5,55,556 → 5,556   −5,50,000
%
OkayGood 1.5%+ · Poor under 1%
2
Click → Landing page
5,556 → 3,333   −2,222
%
WeakGood 85%+ · Poor under 65%
3
Landing page → Add to cart
3,333 → 133   −3,200
%
OkayHealthy 5-10% · Poor under 3%
4
Add to cart → Checkout
133 → 67   −67
%
OkayGood 60%+ · Poor under 45%
5
Checkout → Order
67 → 33   −33
%
OkayGood 55%+ · Poor under 45%
Why spend is locked:ROAS doesn't change when you change spend, it cancels out. ROAS is decided by these five rates and your CPM and AOV. Spend only decides how many orders you get, not how efficient they are. So hold spend steady and win on the rates.

The funnel, live

Impressions5,55,556
 
Clicks5,556
−5,50,000 dropped off here
Landing pages3,333
−2,222 dropped off here
Carts133
−3,200 dropped off here
Checkouts67
−67 dropped off here
Orders33
−33 dropped off here

How the Funnel Health Inspector works

Enter your ad spend, CPM and average order value (AOV), then set the five conversion rates from impression to order. The calculator follows your traffic down the funnel, shows how many people drop off at each stage, and works out orders, revenue, ROAS and cost per order.

Impressions
Ad spend ÷ CPM × 1,000.
Clicks
Impressions × the impression-to-click rate (CTR).
Landing page views
Clicks × the share of clicks that reach the landing page.
Carts
Landing page views × the add-to-cart rate.
Checkouts
Carts × the share of carts that start checkout.
Orders
Checkouts × the share of checkouts that become orders.
Revenue
Orders × AOV.
ROAS
Revenue ÷ ad spend.
Cost per order
Ad spend ÷ orders.

Frequently asked questions

How do you calculate ROAS from funnel conversion rates?

Turn ad spend into impressions using your CPM, then multiply down the funnel by each conversion rate: impressions to clicks, clicks to landing page views, landing page views to carts, carts to checkouts and checkouts to orders. Orders × AOV is revenue, and revenue ÷ ad spend is ROAS. In the calculator's typical funnel, ₹1,00,000 at a ₹180 CPM buys about 5,55,556 impressions, which end up as 33 orders and ₹1,00,000 of revenue at a ₹3,000 AOV: a ROAS of 1.00x.

Why doesn't ad spend change ROAS in the calculator?

Ad spend cancels out: double the spend and you get double the impressions, orders and revenue, so ROAS stays the same. ROAS is set by your CPM, your AOV and the five conversion rates, while spend only decides how many orders you get. The calculator holds CPM and the rates fixed as spend changes.

What are good funnel conversion rates for a D2C brand?

The Funnel Health Inspector uses these benchmarks. Impression to click: good at 1.5% or more, poor under 1%. Click to landing page: good at 85% or more, poor under 65%. Landing page to add to cart: healthy at 5-10%, poor under 3%. Add to cart to checkout: good at 60% or more, poor under 45%. Checkout to order: good at 55% or more, poor under 45%.

How much does improving each funnel stage change ROAS?

Each rate multiplies the next, so small gains at every stage compound. On the same ₹1,00,000 of spend, moving from the calculator's typical funnel (1% CTR, 60% landing, 4% add to cart, 50% checkout, 50% order) to its optimized funnel (1.4%, 80%, 5.5%, 56%, 56%) takes orders from 33 to 107, revenue from ₹1,00,000 to ₹3,21,963, ROAS from 1.00x to 3.22x and cost per order from ₹3,000 to ₹932.

What is a good ROAS?

The calculator labels ROAS under 1x as losing money, 1x up to 1.5x as a breakeven trap, 1.5x up to 2.5x as healthy and 2.5x or more as strong. Your own break-even ROAS depends on your margins: the Unit Economics Calculator works it out for a product.

Want us to find the leaks for you?

This calculator shows the math. On a 30-minute discovery call we'll look at your actual funnel, pinpoint where the orders are leaking, and map the fastest path to a profitable ROAS.

  • 30-min call
  • Your real funnel
  • Zero fluff
Book a discovery call