The document provides an example of calculating the required audience size for a Facebook advertising campaign based on the desired total sales, average sale amount, and estimated conversion rates at each step of the marketing funnel. It walks through an example where the desired total sales are $10,000, with an average sale of $22. To achieve this, it is calculated that 454 sales are needed, requiring 22,700 website visits at a 2% conversion rate, and an overall audience of 2,270,000 people at a 1% click-through rate from Facebook ads to the website. A similar calculation is shown for a campaign with a $120,000 sales goal.

1. Warning Math Ahead….
Take a deep breath
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2. Audience Size Ecommerce
Funnel Step Conversi
on Rate
Required
Facebook
Ads
1% ? Audience
Website 2% ? Website Visitors
Total sales $10,000
(average
sales
$22)
? Sales
Total Sales Desired: $10,000
Hint: Start at the Bottom
How Many Sales Needed?
$10,000/$22=454.55
How Many Website Visits Needed?
454/ 0.02 = 22,700
How large of an audience do I need?
27,000/ 0.01= 2,270,000

3. Audience Size Ecommerce
Funnel Step Conversi
on Rate
Required
Facebook
Ads
1% 2,270,000 Audience
Website 2% 22,700 Website
Visitors
Total sales $10,000
(average
sales
$22)
454 Sales
Total Sales Desired: $10,000
Hint: Start at the Bottom
How Many Sales Needed?
$10,000/$22=454.55
How Many Website Visits Needed?
454/ 0.02 = 22,700
How large of an audience do I need?
27,000/ 0.01= 2,270,000

4. Audience Size Leads
Total Sales Desired: $120,000
Hint: Start at the Bottom
How Many Sales?
$120,000/$3,000=40
How Many Sales Calls?
40/ 0.20 = 200
How Many Leads?
200/ 0.70 = 285
Funnel
Step
Conversion
Rate
Required
Facebo
ok Ads
1% ? Reach
Landin
g Page
5% ? Link Clicks
Leads 70% ? Leads
Sales
Calls
20% ? Calls Taken
Total
sales
$120,000
(ave. sale
$3000
? Sales
How Many Link Clicks?
285/ 0.05= 5,700
How Large an audience?
5,700/ 0.01= 570,000

5. Audience Size High Ticket Event or Sale
Funnel Step Conversion
Rate
Required
Facebook Ads 1% 570,000 Reach
Landing Page 5% 5,700 Link Clicks
Leads 70% 285 Leads
Sales Calls 20% 200 Calls Taken
Total sales $120,000 (ave.
sale $3000
40 Sales

6. Find Your Audience Size
Funnel Step Conversion
Rate
Required
Facebook Ads 1% Reach
Landing Page 5% Link Clicks
Leads 70% Leads
Sales Calls 20% Calls Taken
Total sales Sales
Funnel
Step
Conversion
Rate
Required
Facebook
Ads
1% ? Audience
Website 2% ? Website
Visitors
Total sales ? Sales
Ecommerce High Ticket Sale or Event