--- title: "Upsell funnel calculator: profit per view" description: "A funnel from page view to purchase with three upsell and downsell offers after it, each priced with its costs: take rates in, earnings per view and profit per view out." url: https://offersuite.io/calculators/upsell-funnel-profit updated: 2026-10-13 --- # Upsell funnel calculator: profit per view A funnel model usually ends in revenue: views, clicks, purchases, take rates, earnings per view. An upsell that is accepted also costs its product, a pick, card fees and refunds, and an offer discounted far enough adds revenue while it takes profit away. This follows your views to buyers, shows each buyer three offers after the purchase, prices every accepted one with its costs, and reports what a view earns and what it keeps. ## Result A view earns **$0.77** and keeps **$0.32**. Of 100,000 views, 1,500 buy; each buyer's order keeps $15.36 and the offers after it add $5.78. Ads break even at a ROAS of 2.44; at $0.20 a view you are at 3.86, and the funnel keeps **$11,711.29** a month after ads. From views to buyers | Step | Share of the step before | People | | --- | --- | --- | | See the landing page | — | 100,000 | | Reach the product page | 25.0% | 25,000 | | Add to cart | 10.0% | 2,500 | | Buy | 60.0% | 1,500 | Each offer after the purchase, with its costs | Offer | Price | Take rate | Shown to | Accepted by | An accept adds | Earns per buyer shown | Keeps per buyer shown | | --- | --- | --- | --- | --- | --- | --- | --- | | Upsell 1 | $30.00 | 18.0% | 1,500 | 270 | $15.43 | $5.40 | $2.78 | | Downsell 1 | $24.00 | 10.0% | 1,230 | 123 | $9.90 | $2.40 | $0.99 | | Upsell 2 | $18.00 | 12.0% | 1,500 | 180 | $12.38 | $2.16 | $1.49 | | Downsell 2 | $12.00 | 8.0% | 1,320 | 106 | $6.85 | $0.96 | $0.55 | | Upsell 3 | $9.00 | 9.0% | 1,500 | 135 | $2.59 | $0.81 | $0.23 | | Downsell 3 | $6.00 | 6.0% | 1,365 | 82 | −$0.17 | $0.36 | −$0.01 | What the funnel earns and what it keeps | Before ads | Revenue | Margin | | --- | --- | --- | | The order, per buyer | $40.00 | $15.36 | | The offers, per buyer | $11.51 | $5.78 | | Per buyer | $51.51 | $21.14 | | A month | $77,265.60 | $31,711.29 | | Per view | $0.77 | $0.32 | **Break-even ROAS** 2.44 **Break-even cost per buyer** $21.14 **Break-even cost per view** $0.32 **Your ROAS** 3.86 **Your cost per buyer** $13.33 **Kept per view after ads** $0.12 The order alone, and with the first upsell accepted | Per order | The order | With upsell 1 | | --- | --- | --- | | Revenue | $40.00 | $70.00 | | Cost of goods | −$12.00 | −$24.00 | | Pick and pack | −$1.18 | −$1.18 | | Extra picks | $0.00 | −$0.20 | | Packaging | −$0.50 | −$0.50 | | Shipping label | −$7.50 | −$7.50 | | Card fee per order | −$0.30 | −$0.30 | | Refunds | −$2.00 | −$3.50 | | Card processing | −$1.16 | −$2.03 | | Contribution margin | $15.36 | $30.79 | | Margin % | 38.4% | 44.0% | A view earns / keeps $0.77 / $0.32. Break-even ROAS 2.44 ## Your numbers **The funnel** Landing page views a month 100000 Views that reach the product page 25% From an advertorial or a landing page. Enter 100 if the ad lands on the product page. Product page visitors who add to cart 10% Carts that become orders 60% Ad cost per landing page view $0.20 Ad spend divided by landing page views. Enter 0.00 to see the break-even figures alone. **The order** What the customer pays for products $40.00 Product unit cost $12.00 Shipping charged $0.00 **Offer 1: a second bag** Upsell price $30.00 Upsell unit cost $12.00 Upsell take rate 18% Of the buyers shown the upsell, the share who accept. Enter 0 for no offer. Downsell price $24.00 Downsell unit cost $12.00 Downsell take rate 10% Of the buyers who declined the upsell, the share who accept the downsell. Enter 0 for no downsell. **Offer 2: a mug** Upsell price $18.00 Upsell unit cost $4.00 Upsell take rate 12% Of the buyers shown the upsell, the share who accept. Enter 0 for no offer. Downsell price $12.00 Downsell unit cost $4.00 Downsell take rate 8% Of the buyers who declined the upsell, the share who accept the downsell. Enter 0 for no downsell. **Offer 3: a scoop** Upsell price $9.00 Upsell unit cost $5.50 Upsell take rate 9% Of the buyers shown the upsell, the share who accept. Enter 0 for no offer. Downsell price $6.00 Downsell unit cost $5.50 Downsell take rate 6% Of the buyers who declined the upsell, the share who accept the downsell. Enter 0 for no downsell. **Fulfilment and payment** Pick and pack, per order $1.18 Each extra item picked $0.20 Box and packing, per parcel $0.50 Shipping label, per parcel $7.50 Card processing rate 2.9% Card fee per order $0.30 Refund reserve 5% The share of revenue you expect to refund. [Reset to the example](https://offersuite.io/calculators/upsell-funnel-profit) ## How it's calculated - Buyers = views × the share that reaches the product page × the share that adds to cart × the share of carts that become orders - What an accepted offer adds = the order's margin with the offer − the order's margin without it: its price − its unit cost − one extra pick − card fees and refund reserve on its price - Per buyer shown an upsell: revenue = take rate × its price; profit = take rate × what it adds - A downsell is shown to the buyers who declined the upsell: per buyer, (1 − upsell take rate) × downsell take rate × what it adds - Earnings per view = buyers ÷ views × revenue per buyer. Profit per view = buyers ÷ views × margin per buyer, with every accepted offer in both - Break-even ROAS = revenue per buyer ÷ margin per buyer. Break-even cost per view = profit per view Every figure on this page comes from Offer Suite's own margin engine, the same code the product uses to forecast each offer's and option's profit and to compute realized margin on orders. Money is computed in whole cents. ## Worked example A coffee brand sends 100,000 views a month to a landing page. 25% go on to the product page, 10% of those add a $40.00 bag to the cart and 60% of the carts become orders: 1,500 buyers. Each order keeps $15.36 after its costs. After paying, every buyer is offered a second bag at $30.00. It ships in the same box, so an accept adds $15.43 of margin; 18% accept. The ones who decline are offered it at $24.00, which adds $9.90, and 10% of them accept. Two more offers follow. The last downsell, a scoop at $6.00 that costs $5.50, loses $0.17 each time it is accepted. Together the offers add $11.51 of revenue and $5.78 of margin to the average buyer, who now brings in $51.51 and keeps $21.14. Per view that is **$0.77** earned and **$0.32** kept. At $0.20 a view the ads run at a ROAS of 3.86 against a break-even of 2.44, and the funnel keeps $11,711.29 a month after them. ## Assumptions - Every buyer is shown every upsell, one after another, whatever they answered to the one before. A downsell is shown only to a buyer who declined its upsell, so nobody takes both. - An accepted offer ships in the same parcel as the order: it adds its unit cost and one extra pick, and no second label, box or pick and pack. A heavy item can move the label up a pound; the shipping calculator shows when. - Card fees and the refund reserve are charged on the offer's price at the same rates as the order. The card's fixed fee is counted once per order; if your processor charges it again on a charge made after the purchase, take it off each accepted offer. - Each offer is priced as the only one added to the order. A buyer who accepts two pays for both; the figures add them. - The funnel's rates and the take rates are an example, not benchmarks. Your analytics and your upsell app's report give yours. - Pick and pack $1.18 per order and $0.20 for each extra item are the defaults of the engine's DTC-US profile, a typical third-party warehouse contract. Use your own contract. - The shipping label ($7.50) is an assumption for a domestic ground parcel of about a pound. Your carrier account or shipping app has your rate. - Card processing of 2.9% + $0.30 is Shopify Payments' online rate for a standard card on the Basic plan in the United States. The Shopify Payments fees pages list every plan and country; enter yours. - The refund reserve (5%) is a share of revenue set aside for refunds. Cost is not reduced by a refund, because the goods were already picked and shipped. ## Questions ### What is earnings per view (EPV)? The revenue a funnel brings in for each view at its top: the share of views that buy times what a buyer spends, offers included. With the defaults on this page 1.5% of views buy and a buyer spends $51.51, so a view earns $0.77. It keeps $0.32 of that after costs, which is the most an ad can pay for the view. ### How do I calculate the profit of a post-purchase upsell? Take the offer's price and subtract its unit cost, the extra pick, and the card fee and refund reserve on its price. The label and the pick and pack are already paid by the order. Here a second bag at $30.00 adds $15.43 to the order's margin, and at an 18% take rate that is $2.78 for every buyer shown it. ### What is a good upsell take rate? The one that earns the most per buyer shown, which is the take rate times what an accept adds, not the take rate alone. In the example 12% of buyers take an $18.00 mug that adds $12.38, worth $1.49 a buyer; 9% take a $9.00 scoop that adds $2.59, worth $0.23. A cheap offer many people take can be worth less than a dearer one few do. ### Can an upsell or a downsell lose money? Yes, when its price is close to its cost. The example's last downsell sells a scoop that costs $5.50 for $6.00: after the extra pick, the card fee and the refund reserve each accept loses $0.17. A report that counts revenue shows $6.00 more per accept and nothing else. ## Embed this calculator Paste this where you want the calculator. It opens on the numbers above, recalculates as your readers change them, and links back to this page. **Show the embed code** ``` ``` ## See what your own offers earn. Offer Suite opens to Shopify brands a few at a time. Join the waitlist, or ask for a free profit audit of your past orders: realized profit per item and per offer option, what each costs you, and where margin leaks. [Join the waitlist](https://offersuite.io/waitlist) [Request a free profit audit](https://offersuite.io/profit-audit) ## Related - [Calculators **Profit calculators for Shopify offers** Calculators for contribution margin per order, break-even discounts, average order value, shipping by weight and zone, card fees, Amazon and TikTok Shop fees, break-even ROAS and CPA, upsell funnels, gifts, subscriptions, bundles and free-shipping thresholds, each run on Offer Suite's margin engine.](https://offersuite.io/calculators) - [Feature **Forecast and realized profit per offer option** Forecast and realized profit per offer, option, version, item and traffic source from one margin engine in whole cents, with ad spend, realized CAC and subscription LTV.](https://offersuite.io/features/profit) - [Calculator **Break-even ROAS and CPA calculator** The return on ad spend and the cost per order your ads break even at, for each option you sell and for the mix of them, weighted by the dollars each option brings in.](https://offersuite.io/calculators/break-even-roas) - [Glossary **Post-purchase upsell: definition and formula** An offer shown after payment and before the confirmation page, added to the order in one click. It cannot cost the original sale.](https://offersuite.io/glossary/post-purchase-upsell) - [Glossary **Take rate: definition, formula and example** Of the people who buy an offer, the share who choose a given option. It sets the offer's blended margin as much as any single price does.](https://offersuite.io/glossary/take-rate) - [Calculator **Average order value (AOV) calculator** Average order value from revenue and orders, what the average order keeps after per-order costs, and what adding a few dollars to it is worth a month.](https://offersuite.io/calculators/average-order-value)