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Did that placement pay for itself?
After a sponsorship runs you have a cost, a click count and a rough idea of how many became customers. This turns those into a return — and says when the click count is too small for the return to mean much.
Expected customers
3.6
Cost per click
$4.17
Cost per customer
$139
Return after cost
−$284
Customers to break even
8.3
What this means
120 clicks is too few to trust a 3.0% rate — you would need about 500. Judge this placement on whether the clicks were the right people, not on the return figure.
How it works
Customers = clicks × conversion rate; return = customers × profit per customer − cost.
The confidence check uses the same rule as the ad budget calculator: about 15 ÷ rate clicks before a conversion rate is worth acting on.