UGC and campaign calculator

Choose a format and creator count to estimate your budget, content volume and potential views for influencer posts.

What are you planning?

GiftedPaid postsUGC videos

Your product or service in exchange for agreed posts on the creator’s channels.

How many creators?Enter 1–200, or choose a number below.

Agency fee per creator: RUB 990. From 25: RUB 890; from 50: RUB 790.

Product or visit per creatorEnter your cost, not the retail price. Use 0 if no product or visit is needed.

Find creators within a budget

Total campaign budgetIncluding products, creator fees and all other costs.

How many sales to break even?

Enter your average order and its cost to find how many extra purchases would cover the campaign.

Average order valueA typical purchase or visit, excluding VAT.Your cost for that purchaseProduct, materials and labour. Exclude marketing and fees.

To break even: 16 purchases.

Budget divided by per-order contribution after product costs, fees and return losses. This is the number required, not a sales promise.

Estimate sales and profit

The result depends on views, responses and purchases. Replace example values with your data; the scenario may show a profit or a loss.

Of these, ≈ 248 responses to your business. We then allow for purchases and returns.

≈ 13Additional purchases

From 6 to 26 across scenarios.

Estimated revenue: 32,957 RUB
Product costs and fees: − 14,241 RUB
Campaign budget: − 21,890 RUB
Scenario profit: -3,174 RUB

How is this amount calculated?

Result = revenue − product costs and fees − campaign budget. A negative result means first purchases do not yet cover the costs.

Product costs and fees include the goods or services sold, order fulfilment, transaction fees and unrecoverable return costs. Taxes and fixed business overheads are not calculated separately.

Campaign budget breakdown:

Agency fee: 9,900 RUB
Products and visits at cost: 10,000 RUB
Contingency: 1,990 RUB
Total campaign budget: 21,890 RUB

In this example, first purchases do not cover the launch.

A scenario using the entered views and assumed conversion rates, not a business-specific forecast or sales guarantee.

Set creator view estimates

Enter statistics for your creators’ comparable posts, or use a platform-wide goesti reference.

View statistics from goesti

Views per postPosts per creatorPublication fulfilment, %

Views: an illustrative 3,000 per post.

Adjust costs and assumptions

Audience and funnel

Allow for repeat views, shared audiences and the path to purchase.

Views per person for one creatorOverlap between creators, %Relevant audience share, %Relevant reach to response, %A site visit, call or message: use one response definition without double counting.Response to paid order, %Orders incremental to the campaign, %Excludes orders that would happen without the campaign. Validate this input with an experiment.Returns and cancellations, %Returns remove revenue and recoverable COGS; unrecoverable costs are entered separately.New customers among orders, %

Full campaign costs

Booked creator costs remain even if some publications do not go live.

Shipping per creator, RUBAdditional production, RUBOther campaign expenses, RUBYour team’s hoursCost per hour, RUBBudget contingency, %

Per-order economics

Discounts reduce revenue, not the original product cost.

Customer discount, %Fees and other revenue-based costs, %Exclude costs already included in the margin. Taxes may be included only as your own effective revenue-based rate.Fulfilment per order, RUBUnrecoverable cost per return, RUB

Repeat purchases

Calculated separately from first-order sales, over the chosen period.

Retained repeat orders per new customerAfter returns, over the entire horizon. Defaults to 0; first-order economics remain separate.Repeat-sales horizon, monthsAnnual discount rate, %

Scenario assumptions

Three parameters change together. These are scenarios, not confidence intervals.

Views variation, ± %Response-rate variation, ± %Order-rate variation, ± %

Your campaign

10 creators

Agency fee: 9,900 RUB
Products and visits at cost: 10,000 RUB
Contingency: 1,990 RUB

Campaign budget21,890 RUB

Agency fee: 10 × 990 RUB = 9,900 RUB

20planned posts

At 2 per creator. View estimates allow for 95% of posts going live.

Indicative views: 39,900–74,100

Illustrative example. Adjust creator statistics in the settings.

Views and reach in detail

≈ 57,000views

≈ 29,500estimated people reached

10 creators × 2 posts × 3,000 views × 95% ≈ 57,000 views.

Views: an illustrative 3,000 per post.

Repeat views, audience overlap and publication fulfilment use the entered assumptions.

Discuss this estimate

Preliminary estimate. We will confirm the scope and creator terms before launch.

Equations and details

Compare scenarios and costs

Three scenarios with the same budget
Metric	Cautious	Base	Optimistic
Incremental revenue	13,842 RUB	32,957 RUB	64,267 RUB
Scenario profit	-14,029 RUB	-3,174 RUB	14,607 RUB
Total budget	21,890 RUB	21,890 RUB	21,890 RUB
ROMI	-64.1%	-14.5%	66.7%
Views	39,900	57,000	74,100
Unique viewers	20,650	29,500	38,350
Responses	130.1	247.8	402.7
Incremental retained orders	5.5	13.2	25.7

Budget breakdown

Agency fee: 9,900 RUB
Products and visits at cost: 10,000 RUB
Creator fees: 0 RUB
Creator shipping: 0 RUB
Production: 0 RUB
Other costs: 0 RUB
Team time: 0 RUB
Contingency: 1,990 RUB
Total: 21,890 RUB

Base-scenario economics

Unit contribution before marketing: 1,425 RUB
Unrecoverable return costs: 69 RUB
CPM: 384 RUB
CPC: 88 RUB
CPA: 1,660 RUB
New-customer CAC: 2,076 RUB
Revenue / budget: 1.5×
Break-even order conversion: 9.4%
Estimated new customers: 10.5
Retained repeat orders: 0
Discounted repeat contribution: 0 RUB
Profit including repeats over 12 months: -3,174 RUB
Payback with evenly spread repeats: Not within the horizon

What changes the result

ROMI at different conversion rates: columns are audience-to-response, rows are response-to-order. All other inputs stay at their base values.

Profit sensitivity to both conversion rates
Order ↓ / response →	0.6%	0.9%	1.2%	1.5%	1.8%
4%	-78.6%	-67.9%	-57.2%	-46.6%	-35.9%
6%	-67.9%	-51.9%	-35.9%	-19.8%	-3.8%
8%	-57.2%	-35.9%	-14.5%	6.9%	28.3%
10%	-46.6%	-19.8%	6.9%	33.6%	60.3%
12%	-35.9%	-3.8%	28.3%	60.3%	92.4%

Equations, assumptions and sources

You set 1–200 creators. Agency fee: RUB 990 per creator; RUB 890 from 25 creators; RUB 790 from 50. The selected tier applies to every creator. Products, creator fees, shipping and contingency are separate. Optional budget fitting checks every count and picks the largest affordable one. It maximises count, not profit. The main view rounds amounts to whole rubles and balances the order-cost row to the rounded total. CSV retains unrounded results. Unspent money is not a cost. Creator gift costs are separate from the cost of customer orders.

Percentages are fractions from 0 to 1. N is booked creators; d publication fulfilment; p posts per creator; v views per post; f frequency; o cross-creator overlap.

n = N × d
V = n × p × v
U = (p × v / f) × [min(n, 1) + max(n − 1, 0) × (1 − o)]

Relevant reach Q = U × relevant share. Responses L = Q × response rate. Incremental paid orders A = L × order rate × incrementality. Retained orders K = A × (1 − returns).

Net price = ticket × (1 − discount)
COGS = your cost per order
Unit contribution M = net price × (1 − fees) − COGS − fulfilment

Budget C includes the agency fee, barter at cost, creator fees, creator shipping, production, other costs and team time. Contingency applies to that subtotal.

Revenue = K × net price
Profit = K × M − A × returns × cost per return − C
ROMI = profit / C × 100%

Break-even: round up C / [M − r / (1 − r) × cost per return], where r is the return rate. A non-positive denominator makes break-even unattainable in this model. Required order conversion is C / [L × incrementality × ((1 − r) × M − r × cost per return)].

PV = new customers × retained repeat orders × M / (1 + annual rate)^(months / 24)

Profit including repeats = initial campaign profit + PV. Repeats, margin and incrementality are your assumptions. The model excludes seasonality, competitors, organic growth, stock/capacity constraints and changes in customer behaviour. Audience overlap is approximate; causal impact requires a controlled experiment.

Google: ROI, Google: attribution and incrementality. All initial prices are editable examples, not approved rates. Behavioural assumptions are not calibrated.

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your project.

Share your business name or website. We’ll discuss your goals and propose the right format, scope and budget.

An agency by the goesti. team