Only combine aligned cohorts and time windows. Mixing unrelated stages can create a misleading forecast.
Try this with your own numbersFormula and worked example
Sales = visits × enquiry rate × qualified share × close rate
| Input | Example |
|---|---|
| Relevant visits | 5,000 |
| Visit-to-enquiry rate | 3 % |
| Qualified share of enquiries | 60 % |
| Qualified lead close rate | 25 % |
| Calculated result | 22.5 expected sales |
Choose reliable inputs
Include software licences, delivery time, revisions and ongoing support when costing a project. For this seo agency calculation, use project time logs, licence invoices and retainer scopes and a consistent definition of one client month.
- Research: include the portion belonging to this client month or reporting period, and record where the value came from.
- Production: include the portion belonging to this client month or reporting period, and record where the value came from.
- Reporting: include the portion belonging to this client month or reporting period, and record where the value came from.
Use the same currency for every money input. Do not mix weekly costs with monthly revenue, or count the same expense in both an itemised cost and allocated overhead.
Can I multiply rates from different customer cohorts?
Only combine aligned cohorts and time windows. Mixing unrelated stages can create a misleading forecast.
Fractional expected sales are averages, not guaranteed individual outcomes.
What if this input changes?
If relevant visits rises by 10%, this example changes by 2.25 expected sales. This shows the effect of one change; it does not predict what will happen.
Open the calculator, save your baseline, then change the input supported by the least reliable estimate in your records. Compare both scenarios before committing to a price or capacity promise.