The Marketing Calculator is a scenario tool. It helps us explore how traffic could grow over 24 months when we combine baseline Google Analytics (GA) metrics with MOZ domain authority data. It is designed to guide planning conversations, not to guarantee outcomes. The key takeaway is to demonstrate the impact of improved engagement rates that, in turn, lead to an increase in conversions. A conversion is when a guest provides an email address or books a meeting. This is the point when a website visit becomes a lead. The 2-year plan illustrates a realistic trend of increased engagement and a rise in conversions. The leads enter a sales funnel. In the modeled scenario, the funnel has four stages that follow the conversion. 1. Marketing Qualified Lead (MQL), 2. Sales Qualified Lead (SQL), 3. Proposal, and 4. Close the deal. We assume a 50% conversion rate at each stage of the funnel, meaning that 15 conversions are projected to result in one closed deal.
Within the model, the user can set their average deal size (i.e., $3,000 per month) and the gross margin on the deal (i.e., 50%). In doing so, the calculator/planning tool will not only show the projected increase in sessions, improvements in engagement rates, and events, but it will also project customer and new business acquisition.
Your email audience: How many email contacts do you have that you can market to? This should only include contacts who are expecting to hear from you, such as existing customers and opted-in contacts who have expressed interest in receiving marketing collateral from you. Suppose you send an email to contacts who are not expecting to hear from you. In that case, this is spamming, and not only will your engagement rates be poor, but you may also harm your email sending reputation, which, in turn, may reduce your ability to get legitimate marketing emails into the email inbox.
Your social audience: The size and relevance of your social audience are key components in defining your marketing "reach". Add up your overall business-related social contacts. This can (and should) include the contact count from the LinkedIn accounts of key employees. It should also include your Facebook (Business) followers, your X (formerly Twitter) business account followers, and your LinkedIn Company followers. It should exclude followers of personal social media accounts. If you have a business YouTube account with an audience, include that as well; likewise, for any other business-specific social accounts. When used properly, a social audience can be leveraged to improve brand awareness.
Domain Key Performance Indicators (KPIs):
Typically, this data is obtained from a service like SEOmoz and may not be available without a Moz account. If you do not have this information, we will get it for you - all we need to know is the root domain that is to be measured.
MOZ KPIs
Domain Authority (DA)
Brand Authority (BA)
Linking Root Domains
Unique Linking Domains by Spam Score (the higher the quality of the inbound links, the higher your Domain Authority will be).
Followed Inbound Links
Ranking Keyword Profile - over 65% of searches that result in a click from the SERP go to the search results in positions 1-3. If you don't have keywords ranking in the 1-3 positions, you will not receive much organic traffic.
The higher your domain authority, the higher your keyword ranking will be.
The more content you have, the more keywords that can be contextually dispersed within that content.
The higher your domain authority, the better you will rank on more popular (higher difficulty) keywords.
Google Analytics Key Performance Indicators (KPIs): (click this link for instructions on where to find the GA data needed to populate the calculator).
Sessions
Events per Session
Engagement Rate
Average Session (Minutes)
Once inputs are entered, the model generates:
Monthly traffic projections (24 months) by channel.
Total Users, Sessions, and Engaged Sessions (Time-on-Site)
Each traffic source grows mechanically from baseline values.
Organic traffic potential is capped or boosted according to DA thresholds from the MOZ dataset.
Engagement ratios remain constant across the projection period.
The tool shows what could happen if key metrics improve; it does not predict or promise that they will.
This is a directional planning tool, not a forecasting or ROI guarantee.
The calculator does not:
Predict exact keyword rankings
Guarantee conversions or revenue
Replace human analysis of your marketing plan
Higher DA and backlink growth usually lead to more substantial organic traffic potential over time.
A healthier baseline (higher sessions, stronger conversion rates) compounds results more quickly.
A new website does not automatically equate to more traffic. We are not promising dramatic traffic increases - what we are projecting is higher engagement and more conversions (visit-to-lead) as a result of a vast knowledge base that covers your value proposition and an AI-Agent that quickly and efficiently answers questions. Remember, the age of "point-and-click" is drawing to a close, and visitors are less inclined to invest their time manually searching a website. In summary, while the calculator may project a 100% increase in traffic over a two-year timeframe, it may also project a 400% increase in the time spent on the site.
Over the course of two years, the model demonstrates how consistent improvements can accumulate; however, real-world outcomes will likely vary.
This tool is designed to support collaboration: you provide the GA snapshot, we add MOZ data, and together we walk through the scenarios. It is a conversation starter and planning aid — not a promise of a calculated outcome. The outcome will depend on execution and consistently applied hard work.
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