You set the return you want and the price she pays. The funnel metrics that follow are not choices — they are what those two decisions oblige the funnel to do. Baselines are the measured launch ad set: $318.64, 13,072 impressions, 236 paywall views, no sales.
Nothing else on this page is adjustable, by design.
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| Metric | Measured today | Target | Change needed | Cost at target |
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One equation governs everything: ROAS = buyers × net revenue ÷ ad spend. Fix
the ROAS and the net revenue and you have fixed the number of buyers per dollar of media.
Everything in the table is that requirement, expressed one stage at a time.
The burden goes to the paywall first. The four traffic metrics are held at their measured values for as long as the paywall can carry the target on its own, because those four are observed and stable while paywall conversion has never been observed at all. Only when the required conversion would exceed 12% — the top of the realistic band for a cold-traffic quiz funnel — does the model start demanding better traffic, moving all four toward their ceilings together until the conversion falls back inside the band.
The ceilings are the honest part. Link CTR 12%, click-to-landing 97%, first-answer 75%, quiz-to-paywall 80%. These are good-day numbers, not fantasy ones. When the model runs out of headroom and still cannot get conversion under 12%, that is not a pessimistic setting — it means the price ladder cannot fund this ROAS at this CPM, and no amount of funnel work will change it.
"Charges collected" is the assumption most likely to flatter you. A $6.99 weekly plan is worth $6.99 if she cancels after one week and $83.88 if she never does. Set it to 1 to see the day-one picture — what your bank balance actually feels, given you pay the media cost up front and collect the rest over three months.