Clicks = ad spend ÷ CPC. Conversions = clicks × conversion rate. Revenue = conversions × value per conversion. Use average order revenue, or an evidence-based revenue value per lead.
Margin is the share of revenue remaining after product or service variable costs, before ads and support. Contribution after ads = revenue × margin − ad spend. Net value = the change in contribution − the added support cost you enter. ROI = net value ÷ that added cost.
The scenario holds ad spend, conversion value and margin constant. Tracking and reporting help you understand performance; turning them on does not automatically create revenue. This model does not establish incremental lift or account for conversion lag.