Digital Marketing Plan
Base Case · 12-month horizon · Full funnel: Impressions → Customers
Total Ad Spend
₺1.2M
Total Impressions
3,619,965
Total New Customers
312
Avg ROAS
0.3x
Active DM Parameters — Base Case
Base Ad Spend/Mo
₺50K
Ad Spend Growth/Mo
12.0%
Impressions per TRY
3.0
CTR
5.0%
Conv 1 (Leads/Clicks)
17.0%
Conv 2 (MQL/Leads)
65.0%
Conv 3 (SQL/MQL)
52.0%
Conv 4 (Sales/SQL)
3.0%
Repeat Purchase Rate
70.0%
ROAS Target
5x
AOV
₺650
Platform Commission
15.0%
Ad Spend (₺K) vs New Customers
Monthly — Base Case
- Ad Spend (₺K)
- New Customers
Conversion Rates Trend (%)
CTR · Conv1 · Conv2 · Conv3 · Conv4
- Conv1 Leads/Clicks
- Conv2 MQL/Leads
- Conv3 SQL/MQL
- Conv4 Sales/SQL
Conversion Funnel — Last Month (M12)
Impressions → Clicks → Leads → MQL → SQL → Customers
Impressions
521,781
100.0%
Clicks
26,089
5.0%
Leads
4,435
0.8%
MQL
2,883
0.6%
SQL
1,499
0.3%
Customers
45
0.0%
Scenario Comparison — Final Month
Ad Spend · Customers · CAC · ROAS
| Metric | Conservative | Base Case | Aggressive |
|---|---|---|---|
| Ad Spend (₺K) | ₺70K | ₺174K | ₺395K |
| New Customers | 6 | 45 | 192 |
| CAC (TRY) | ₺12K | ₺4K | ₺2K |
| ROAS | 0.1x | 0.3x | 0.6x |
Full Digital Marketing KPI Table
Base Case · 12 months · Mirroring DM spreadsheet structure
| Metric | M1 | M2 | M3 | M4 | M5 | M6 | M7 | M8 | M9 | M10 | M11 | M12 | TOTAL/AVG |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Total Ad Spend (TRY) | ₺50K | ₺56K | ₺63K | ₺70K | ₺79K | ₺88K | ₺99K | ₺111K | ₺124K | ₺139K | ₺155K | ₺174K | ₺1.2M |
| Impressions | 150,000 | 168,000 | 188,160 | 210,738 | 236,028 | 264,351 | 296,073 | 331,602 | 371,394 | 415,962 | 465,876 | 521,781 | 3,619,965 |
| Cost per Impression (CPI) | 0.333 | 0.333 | 0.333 | 0.333 | 0.333 | 0.333 | 0.333 | 0.333 | 0.333 | 0.333 | 0.333 | 0.333 | 0.333 |
| Clicks | 7,500 | 8,400 | 9,408 | 10,537 | 11,801 | 13,218 | 14,804 | 16,580 | 18,570 | 20,798 | 23,294 | 26,089 | 180,999 |
| CTR (Click-Through Rate) | 5.0% | 5.0% | 5.0% | 5.0% | 5.0% | 5.0% | 5.0% | 5.0% | 5.0% | 5.0% | 5.0% | 5.0% | 5.0% |
| CPC (Cost per Click) | 6.667 | 6.667 | 6.667 | 6.667 | 6.667 | 6.666 | 6.667 | 6.667 | 6.667 | 6.667 | 6.667 | 6.667 | 6.667 |
| CPM (Cost per 1,000 Impressions) | 333.333 | 333.333 | 333.333 | 333.333 | 333.333 | 333.333 | 333.333 | 333.333 | 333.333 | 333.333 | 333.333 | 333.333 | 333.333 |
| Leads | 1,275 | 1,428 | 1,599 | 1,791 | 2,006 | 2,247 | 2,517 | 2,819 | 3,157 | 3,536 | 3,960 | 4,435 | 30,770 |
| Conversion 1 — Leads / Clicks | 17.0% | 17.0% | 17.0% | 17.0% | 17.0% | 17.0% | 17.0% | 17.0% | 17.0% | 17.0% | 17.0% | 17.0% | 17.0% |
| CPL (Cost per Lead) | 39.216 | 39.216 | 39.225 | 39.222 | 39.220 | 39.215 | 39.210 | 39.210 | 39.214 | 39.212 | 39.215 | 39.217 | 39.216 |
| MQL (Marketing Qualified Leads) | 829 | 928 | 1,039 | 1,164 | 1,304 | 1,461 | 1,636 | 1,832 | 2,052 | 2,298 | 2,574 | 2,883 | 20,000 |
| Conversion 2 — MQL / Leads | 65.0% | 65.0% | 65.0% | 65.0% | 65.0% | 65.0% | 65.0% | 65.0% | 65.0% | 65.0% | 65.0% | 65.0% | 65.0% |
| CPMQL (Cost per MQL) | 60.314 | 60.345 | 60.366 | 60.349 | 60.334 | 60.313 | 60.325 | 60.335 | 60.330 | 60.337 | 60.331 | 60.328 | 60.334 |
| SQL (Sales Qualified Leads) | 431 | 483 | 540 | 605 | 678 | 760 | 851 | 953 | 1,067 | 1,195 | 1,338 | 1,499 | 10,400 |
| Conversion 3 — SQL / MQL | 52.0% | 52.0% | 52.0% | 52.0% | 52.0% | 52.0% | 52.0% | 52.0% | 52.0% | 52.0% | 52.0% | 52.0% | 52.0% |
| CPSQL (Cost per SQL) | 116.009 | 115.942 | 116.148 | 116.109 | 116.041 | 115.943 | 115.971 | 115.985 | 116.024 | 116.028 | 116.063 | 116.029 | 116.024 |
| New Customers | 13 | 14 | 16 | 18 | 20 | 23 | 26 | 29 | 32 | 36 | 40 | 45 | 312 |
| Conversion 4 — Sales / SQL | 3.0% | 2.9% | 3.0% | 3.0% | 2.9% | 3.0% | 3.1% | 3.0% | 3.0% | 3.0% | 3.0% | 3.0% | 3.0% |
| CPS (Cost per Sale) | 3846.154 | 4000.000 | 3920.000 | 3902.556 | 3933.800 | 3831.174 | 3795.808 | 3811.517 | 3868.688 | 3851.500 | 3882.300 | 3865.044 | 3875.712 |
| Conversion 5 — Sales / Clicks | 0.2% | 0.2% | 0.2% | 0.2% | 0.2% | 0.2% | 0.2% | 0.2% | 0.2% | 0.2% | 0.2% | 0.2% | 0.2% |
| CAC (Customer Acquisition Cost) | ₺4K | ₺4K | ₺4K | ₺4K | ₺4K | ₺4K | ₺4K | ₺4K | ₺4K | ₺4K | ₺4K | ₺4K | ₺4K |
| Repeated Customers | 0 | 10 | 11 | 13 | 14 | 16 | 18 | 20 | 22 | 25 | 28 | 31 | 208 |
| Total Customers in Month | 13 | 24 | 27 | 31 | 34 | 39 | 44 | 49 | 54 | 61 | 68 | 76 | 520 |
| Total Sales (TRY) | ₺8K | ₺16K | ₺18K | ₺20K | ₺22K | ₺25K | ₺29K | ₺32K | ₺35K | ₺40K | ₺44K | ₺49K | ₺338K |
| ROAS (Return on Ad Spend) | 0.2x | 0.3x | 0.3x | 0.3x | 0.3x | 0.3x | 0.3x | 0.3x | 0.3x | 0.3x | 0.3x | 0.3x | 0.3x |
| ARPC (Avg Revenue per Customer) | ₺650 | ₺650 | ₺650 | ₺650 | ₺650 | ₺650 | ₺650 | ₺650 | ₺650 | ₺650 | ₺650 | ₺650 | ₺650 |