Free Growth Tools
Six calculators built for UK service businesses running paid ads, improving backend systems or scaling with better unit economics.
Calculate the return on investment from any marketing campaign or automation system. Works for paid ads, Ryft setup costs or any growth spend.
Include ad spend, setup fees and agency costs
Total revenue attributed to this spend
What it costs to actually deliver what you sold. Leave blank if not applicable.
How it is calculated
ROI measures what you get back versus what you put in, after costs. A positive ROI means profit. A negative ROI means loss. 100% ROI means you doubled your money.
Return on Investment
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What is a good ROI?
For paid ads, aim for 200%+ ROI if margins allow. For automation systems like Ryft, ROI compounds month after month because fewer leads are lost and follow-up becomes more consistent.
Find the minimum Return on Ad Spend needed to cover your costs. Anything above this is profit.
The price the customer pays you
What it costs you to deliver the product or service
Merchant fees, commissions, fulfilment, packaging etc.
How it is calculated
Breakeven ROAS
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What is a good ROAS?
It depends entirely on your margins. A business with 70% margin can be profitable at 2× ROAS. A business with 20% margin needs 5× or more just to break even.
Work out the maximum you can afford to pay to acquire a customer while staying profitable.
Average revenue from a single customer purchase
Revenue minus COGS, as a % of revenue. E.g. if you charge £1,000 and it costs £400 to deliver, margin is 60%.
How much profit you want to keep after all costs
How many times the average customer buys in a year. Use 1 if one-off.
How it is calculated
Maximum CAC
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What is a good CAC?
CAC is only meaningful relative to LTV. If a customer is worth £2,000 over their lifetime, spending £400 to acquire them is excellent. The key is knowing your numbers before you scale spend.
MER shows the blended efficiency of your total marketing spend across all channels.
All revenue the business generated this month
All paid media spend across Meta, Google, TikTok etc.
Cost of goods, staff, software, rent — everything except ad spend
How it is calculated
Your Current MER
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What is a good MER?
MER above your breakeven means the business is profitable at the macro level. Most healthy businesses run a MER 30–50% above their breakeven MER, giving enough buffer to cover slower months.
Understand how much lifetime value you generate for every pound spent acquiring a customer.
Average value of a single purchase or contract
How often does one customer buy per year on average
How many years a customer typically stays with you
Your margin after cost of goods or service delivery
Total marketing spend ÷ number of new customers acquired
How it is calculated
LTV : CAC Ratio
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What is a good LTV:CAC ratio?
3:1 is the industry standard minimum for a scalable business. Below 1:1 means you're losing money on every customer. Above 5:1 often means you're underinvesting in growth.
Work backwards from your revenue goal to estimate customers needed, leads needed, monthly spend and daily budget.
How much revenue you want to generate this month
Average revenue from one customer or sale
What % of leads actually become paying customers. If you close 2 in 10, enter 20.
How much you expect to pay per enquiry or lead from ads
How it is calculated
Recommended Daily Budget
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Why lead value matters
If each lead is worth £200 to you but costs £25, slow follow-up or a missed enquiry is expensive. This is why backend systems — CRM, automations, fast response — directly affect your return on ad spend.
Ready to fix the backend?
Ryft helps UK service businesses respond faster, nurture better and convert more enquiries — automatically.