Free tools
Free calculators and UTM builders for marketers who report in revenue
Every tool runs in your browser, needs no signup, and shows how much of the result your tracking can actually see.
Built by LeadJourney, rated by its customers
All tools
Pick the number you have, get the number you need
Five shelves. Start from a budget, a cost, a rate, a funnel or a link, and every result explains itself.
Ad budget planners
Back-solve the monthly spend a lead target needs, or forecast what a budget buys, per platform.
Google Ads Budget Calculator
The monthly Google Ads budget a lead target needs, or the leads a budget buys, with industry CPC and conversion defaults, daily budget, CAC and ROAS.
Plan Google Ads spend
Facebook Ads Budget Calculator
The monthly Meta budget a lead target needs, or the leads a budget buys, with CPM, CTR and conversion defaults per campaign objective and an iOS 14 reality check.
Plan Meta Ads spend
NewLinkedIn Ads Budget Calculator
The monthly LinkedIn budget a lead target needs, or the leads a budget buys, with CPM, CTR and conversion defaults per ad format and the B2B attribution caveat.
Plan LinkedIn spend
Cost metrics
The unit costs of paid media, each with the formula, a benchmark and the extension to revenue.
CPL Calculator
Cost per lead from spend and lead count, graded against B2B ranges, with CAC and ROAS when you add close rate and deal size.
Calculate CPLCPA Calculator
Cost per acquisition for any conversion event, with ROAS, profit per action and the gap to your target CPA when you add revenue.
Calculate CPA- New
CPC Calculator
Cost per click, or the clicks a budget buys, or the budget a click target needs. Channel benchmarks, plus CTR, CPM and cost per conversion.
Calculate CPC CPM Calculator
Cost per thousand impressions, or the impressions a budget buys, or the budget a reach target needs. Channel benchmarks and a CTR extension to clicks and CPC.
Calculate CPM- New
CAC Calculator
Customer acquisition cost, paid or fully loaded with people and tools, extended to the LTV:CAC ratio and payback period.
Calculate CAC
Rates and returns
Click-through, conversion, return on ad spend and lifetime value, graded against real ranges.
CTR Calculator
Click-through rate from clicks and impressions, graded against Google, Meta, LinkedIn, TikTok and YouTube ranges, with CPC and CPM when you add spend.
Calculate CTRConversion Rate Calculator
Conversion rate for a landing page, store, ad or signup flow, graded against the right benchmark, with the uplift a strong rate would buy on the same traffic.
Calculate conversion rate
- Email and newsletters
- New
ROAS Calculator
Return on ad spend, the revenue a target needs or the spend it allows, plus break-even ROAS, profit and ROI once you add your gross margin.
Calculate ROAS - New
LTV Calculator
Customer lifetime value from purchase value, frequency and retention, on revenue or gross margin, with the LTV:CAC ratio and payback when you add your acquisition cost.
Calculate LTV
Funnel and attribution
Reverse a funnel from the CAC you need, and price the gap between your ad platforms and your CRM.
CAC Target Planner
Reverse your funnel from the CAC you can afford: the maximum cost per held call, booked call, lead, click and thousand impressions, and the stage holding you back.
Plan my target CACLost Conversion Calculator
Compare the leads your ad platform reported with the leads your CRM received and see the share of budget optimised blind, the true CPL and the revenue the algorithm never sees.
Price my tracking gap
UTM builders
Clean, consistent campaign URLs for every channel, with the platform macros filled in and a quality score.
UTM Builder
Campaign URLs for every channel with presets, naming rules and a quality score, plus the platform click-ID templates and email merge tags no generic builder adds.
Build a UTM link
- 4 more platforms
Google UTM Builder
GA4-aware campaign URLs for Google Ads, YouTube, Business Profile and third-party mentions, with the four GA4-only parameters and ValueTrack macros for a one-time Final URL suffix.
Build a Google UTM
Facebook UTM Builder
Meta campaign URLs with the eight dynamic parameters filled in, a preview of what a real click looks like, and output for either the ad URL or Ads Manager's URL parameters field.
Build a Meta UTM
How they work
Honest math, in your browser, with the formula on the page
Nothing is stored
Every calculation runs client side. We never see your numbers, and there is no form between you and the result.
The formula is always visible
Each tool prints the standard formula, a worked example and the live substitution of your own numbers, so you can check it by hand.
Results you can share
Copy a link and the inputs travel with it, so a forecast or a lost-budget estimate opens the same way for a client or a colleague.
95%+ accurate tracking
Calculators show the math. LeadJourney shows the real numbers.
Every formula on this page divides by a conversion count, and most ad accounts miss a third of theirs. Book a demo and see your true CPL, CAC and ROAS on your own campaigns.
