Marketing & Advertising
Shopping Campaign Funnel Calculator
Estimate paid-shopping traffic and orders, reduce sales for returns, calculate media and product cost, and show contribution, cost per approved order, and break-even conversion rate.
Paid shopping clicks-
Raw shopping orders-
Approved orders after returns-
Shopping media spend-
Gross sales before returns-
Approved sales after returns-
Product cost on approved sales-
Gross profit on approved sales-
Media plus feed-management cost-
Approved gross profit after campaign cost-
Approved revenue ROAS-
Campaign cost per approved order-
Purchase rate required to cover CPC before fixed cost-
Decision view
Shopping shelf, approved orders and contribution
Shopping shelf, approved orders and contributionProduct impressions become paid clicks and orders, then returns, product cost, media spend and feed cost reconcile to approved campaign contribution.
Exact scenario comparisonClick-to-order rate (%) changes while all other entered assumptions remain constant.
| Click-to-order rate (%) | Paid shopping clicks | Raw shopping orders | Approved orders after returns | Shopping media spend | Gross sales before returns | Approved sales after returns | Product cost on approved sales | Gross profit on approved sales | Media plus feed-management cost | Approved gross profit after campaign cost | Approved revenue ROAS | Campaign cost per approved order | Purchase rate required to cover CPC before fixed cost |
|---|
Period-by-period detail
Shopping conversion-rate cases
How to use Shopping Campaign Funnel Calculator
- Use product-ad impressions and clicks from the same campaign scope.
- Apply returns to orders and revenue consistently.
- Use realized product margin after discounts.
Calculator guide
Understanding Shopping Campaign Funnel Calculator
Shopping-campaign economics connects product impressions, clicks, purchases, returns, cost of goods, media cost, and merchant contribution.
Calculation method
How the calculation works
Move shopping impressions into paid clicks, raw orders and approved orders before reconciling returns, product cost, media and feed-management expense. Product impressions generate paid clicks through CTR; clicks generate raw orders; the return rate reduces approved orders and net sales before gross margin and click cost are reconciled.
Product shelf
Move product impressions through cart economics
A product-card path shows impressions, clicks, raw orders, approved orders, net sales, and contribution after media cost.
Worked situations
Practical examples
- A high-CTR product can still lose money when conversion is weak.
- Return-heavy categories need approved-order economics.
- Feed improvements can raise click quality without increasing bids.
Better inputs
Useful tips
- Segment by product margin.
- Separate branded and non-branded shopping traffic.
- Monitor search terms and feed disapprovals.
Before relying on the result
Limitations and common mistakes
- Auction changes, product mix, shipping, tax, promotion, attribution lag, cross-device conversion, cancellations, and feed quality are simplified.
- Average CPC and margin can hide unprofitable products.
- The output is not a bidding recommendation.
Reference
Key terms
- Approved order
- Purchase remaining after modeled returns or cancellations.
- Product feed
- Structured catalog data used to create shopping ads.
- Break-even conversion rate
- Click-to-order rate required for modeled gross profit to cover media cost.
Important note
Calculated from the entered campaign values. Validate attribution, incrementality, lag, margin, and observed source data before making decisions.
Frequently asked questions
Should shipping revenue be included?
Include it only when its related fulfillment cost is also modeled.
Why use approved orders?
They align spend with purchases that remain economically valid.
Can the break-even rate set bids?
It is a screening reference, not a complete bidding strategy.