How it works
How PressImpact works
PressImpact is a transparent calculator, not an oracle. It takes six campaign inputs, combines them with sourced industry benchmarks, and produces a boardroom-ready estimate of reach, media value, and potential ROI — with every number traceable to its origin.
What you enter
Quick mode asks for six numbers:
- Campaign budget
- Baseline monthly traffic
- Expected traffic lift (%)
- Conversion rate
- Average deal or order value
- Timeframe (months)
Everything else — industry CPC, media pickup rate, backlink value, CPM — pre-fills from public benchmarks.
Advanced mode exposes 20+ underlying assumptions for override. Each input is labelled as user-provided so any auditor can tell your assumptions apart from PressImpact defaults.
How costs are modelled
Total campaign cost is the plain sum of six categories:
- Writing
- Agency / labour
- Distribution
- Design
- Paid amplification
- Tracking
No opaque overhead. No hidden multipliers. The cost figure is a user input — nothing is estimated on this side of the equation.
How reach and media value are estimated
Expected impressions are drawn from the wire tier you choose and multiplied by an industry-average pickup rate.
Media value is expressed as a modelled equivalent of paid CPM — labelled clearly on the report as a modelled value, not verified revenue.
Backlink value is computed from expected links × the DA-band benchmark for link value.
How scenarios and ranges work
PressImpact flexes the three most sensitive inputs — expected lift, conversion rate, and media pickup — by ±30%.
That produces three scenarios: conservative, base, and optimistic.
This replaces false-precision single-point forecasts. You always see where the number could realistically land.
What the calculator cannot prove
PressImpact does not promise pickup, does not guarantee traffic, and never treats modelled media value as cash revenue.
It is a decision-support tool for the pre-publish stage.
Post-campaign attribution requires verified analytics that live outside the model.
How the final report is structured
The report has two readable layers:
- CMO scorecard (top) — cost efficiency, share of voice, media reach
- CFO detail (below) — methodology, sourced benchmarks, sensitivity, ECB currency provenance, assumptions table
Both layers ship in a shareable read-only link and print cleanly to PDF.