Every dollar figure on a report comes from one transparent formula — not a black box.
The formula
monthly visits × conversion rate × close rate × value of one win
- Visits — estimated from the site's footprint (we don't ask you to guess).
- Conversion rate — a published benchmark for the detected industry.
- Close rate — the share of conversions that become customers (1 for e-commerce — the order is the win).
- Value of one win — a commission, a new patient, an order, a signed case, from sector averages.
To price a specific issue, we estimate how that issue moves the conversion rate, and the difference in revenue is the issue's impact.
Why ranges, not exact numbers
Without your private analytics, an honest estimate is a range. Every issue shows its range and the assumptions behind it, so you can check the work. A single confident figure with hidden inputs would be less trustworthy, not more.
The overlap rule
We never naïvely add up every issue's dollar impact — the same lost visitor can't be lost five times. The total takes the largest single issue in full plus a fraction of the rest, so it always sits between "the biggest problem alone" and the raw sum. Conservative on purpose.
Related: how we estimate traffic · leak vs prize framing.
Audit a prospect. See what your email could say.
Drop in any prospect's URL. In about two minutes you'll see the report they'd receive and the angle your email would open with. No card, no signup.
Free · no card · bulk CSV campaigns inside the app