How to use the calculators:
These calculators are designed to estimate relative return on marketing tactics to help marketers select effective marketing tactics. 
They take an example of a digital channel, from budget allocated and estimated impressions bought, through website conversion and sales conversion, to estimated revenue outcome based on average sales value per customer (plus cost to run business per customer for ROI calculator).

To calculate return from other tactics with different conversions funnels, use these calculators as an example to help you build a custom ROAS and ROI funnel suitable for your business type.