Business basics

Annual revenue ($)

If you only know monthly, we’ll convert it.

Monthly revenue ($) Business model Market scope Brand age Competitive intensity Audience size (TAM) — optional

If unsure, leave blank. Used only to set a sensible budget floor.

Objectives

Growth goal (next 12 mo)

20%

Time horizon (months) ROAS target — optional (x) CAC target — optional ($) Current brand awareness

Constraints & guardrails

Min monthly budget ($) — optional Max monthly budget ($) — optional Cap as % of revenue

22%

Tip: results update live as you type—hit Calculate to re‑center ranges.

GRP ⇄ IMP helper

Assumes GRPs = Reach% × Frequency and Impressions = (GRPs/100) × Universe.

GRPs (pts) Reach (%) Frequency (x) Universe size (people) Impressions (IMP)

Tip: enter any two of Reach% and Frequency to get GRPs; add Universe to convert GRPs ⇄ Impressions.

Recommended budget

Heuristic model

Suggested monthly

Range: —

Suggested annual

Enter inputs to see rationale.

Brand vs Performance split

Brand

—

Performance

—

Channel guidance

Add your inputs to see suggested channels by model.

Assumptions

Starts from % of revenue baseline; adjusts for growth, awareness, competition, and scope. Caps at your % of revenue, enforces a TAM‑based floor, and compresses spend for shorter horizons. ROAS/CAC can nudge spend if targets look unrealistic vs revenue/TAM.

GO DEEPER.

You don’t get to a responsible budget or even uncover the full value of media investments with a toggle, however it’s a starting point. These numbers are based on experience and industry averages, but every business is its own brand, with unique goals and connections to people. To go deeper, we’ll pull a free Global Web Index report to reveal where your audience really spends time and which channels spark brand discovery.

GROWTH IN

FINDING

BALANCE

A compass, not a map.

Media Budget Calculator