Funnel / Transaction Revenue Model
ForecastingForecast a paid-acquisition business: spend → sessions → orders → revenue, with returns, repeat purchases, CAC, and contribution — month by month.
Forecast a paid-acquisition business: spend → sessions → orders → revenue, with returns, repeat purchases, CAC, and contribution. Presets for ecommerce/DTC, marketplaces, and lead gen — see how spend and conversion translate into revenue month by month.
Net revenue · 12 mo
$728,903
Ending monthly net revenue
$82,732
Blended CAC
$41
Total spend ÷ new customers
Best built on a bigger screen
This is a wide, multi-period grid — open it on a laptop or desktop to edit it comfortably. You can still download the Excel below and build it there.
Pick the model closest to your business, then tune the funnel. Spend ÷ CPC gives sessions; sessions × conversion gives orders; orders × AOV gives revenue (net of returns and take rate). A retained base adds repeat orders. The download recomputes in Excel.
Acquisition
Order economics
Repeat & retention
| Line | Jan Y1 | Feb Y1 | Mar Y1 | Apr Y1 | May Y1 | Jun Y1 | Jul Y1 | Aug Y1 | Sep Y1 | Oct Y1 | Nov Y1 | Dec Y1 | Total |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Acquisition | |||||||||||||
| Marketing spend | $20,000 | $20,800 | $21,632 | $22,497 | $23,397 | $24,333 | $25,306 | $26,319 | $27,371 | $28,466 | $29,605 | $30,789 | $300,516 |
| Sessions | 22,222 | 23,111 | 24,036 | 24,997 | 25,997 | 27,037 | 28,118 | 29,243 | 30,413 | 31,629 | 32,894 | 34,210 | 333,907 |
| New orders / customers | 489 | 508 | 529 | 550 | 572 | 595 | 619 | 643 | 669 | 696 | 724 | 753 | 7,346 |
| Repeat orders | 100 | 178 | 244 | 301 | 351 | 395 | 435 | 472 | 506 | 539 | 570 | 601 | 4,690 |
| Total orders | 589 | 686 | 773 | 851 | 923 | 990 | 1,054 | 1,115 | 1,175 | 1,234 | 1,294 | 1,353 | 12,036 |
| Active customers | 889 | 1,220 | 1,504 | 1,753 | 1,975 | 2,175 | 2,358 | 2,530 | 2,693 | 2,850 | 3,004 | 3,156 | 3,156 |
| Revenue | |||||||||||||
| AOV ($) | $65 | $65 | $65 | $65 | $66 | $66 | $66 | $66 | $66 | $66 | $66 | $66 | $66 |
| Gross revenue (GMV) | $38,278 | $44,694 | $50,426 | $55,636 | $60,452 | $64,980 | $69,304 | $73,496 | $77,610 | $81,695 | $85,790 | $89,926 | $792,285 |
| Returns | $3,062 | $3,575 | $4,034 | $4,451 | $4,836 | $5,198 | $5,544 | $5,880 | $6,209 | $6,536 | $6,863 | $7,194 | $63,383 |
| Net revenue | $35,216 | $41,118 | $46,392 | $51,185 | $55,616 | $59,781 | $63,760 | $67,616 | $71,401 | $75,160 | $78,926 | $82,732 | $728,903 |
| Unit economics | |||||||||||||
| CAC ($) | $41 | $41 | $41 | $41 | $41 | $41 | $41 | $41 | $41 | $41 | $41 | $41 | $41 |
| Contribution after marketing | $15,216 | $20,318 | $24,760 | $28,688 | $32,219 | $35,448 | $38,454 | $41,297 | $44,030 | $46,693 | $49,321 | $51,943 | $428,387 |
This builds your revenue line. Drop it into a full 3-statement model →
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