MOVE Equity

MOVE Growth Benchmarks

Set your margins and conversion rates. The calculator tells you how many leads you need and what you can pay per lead — from any spend or client target.

Lifetime Value
€
How often a customer buys annually
LTV (gross profit)
—
%
Use gross profit, never revenue
%
Target: below 2%/mo
€
Stack upsells into LTV
Media
€
What you actually pay per lead. Replace with your blended Meta number.
€
Initial ad spend — the simulator slider starts here
Fixed Overhead (monthly)
Total fixed overhead €0
Conversion Rates — Meta Forms
Business Type
Sets your minimum required LTV:CAC ratio
Scenario
Conversion rate scenario
Base scenario
Worst −20%BaseOptimal +20%
Simulator — spend-driven or target-driven
Media spend → required leads
—
monthly media spend
€1k€25k€50k€75k€100k
→ requires — leads/mo at your conversion rates
Target clients → required media & leads
new clients per month
→ requires — ad spend and — leads/mo
Required this month
Required leads
—
leads needed to hit target
Media spend
—
ad budget at your CPL
Total spend
—
media + fixed overhead
New clients
—
at your conversion rates
Monthly new revenue
—
New clients × monthly revenue
Monthly gross profit
—
Revenue × gross margin
LTV : CAC (full)
—
Fully-loaded ratio
Maximum benchmarks — never exceed these
Max cost per lead
—
CPL ceiling
Most you can pay per lead at your required ratio
Max cost per appointment
—
CPA ceiling
Max spend to acquire one booked call
Max cost per client
—
Max CAC
LTV ÷ required ratio — hard ceiling

Actual vs Benchmark

Cost per lead (CPL)
—
max —
Cost per appointment (media)
—
max —
Paid CAC (media only)
—
max —
Fully-loaded CAC
—
—
LTV : CAC ratio (full)
—
—

LTV:CAC Health

03:16:19:130:1+
—
—
Required funnel volumes

Payback Period

0d30d target90d+
Diagnostics