We use cookies for analytics and ads to improve this site. Privacy policy

Cookie settings

Strictly necessary cookies (security, and remembering this choice) are always on. Privacy policy

Analytics & ads cookies

Free calculator · Lead generation

Appointment calculator: cost per booking and what no-shows cost

For a business that sells through an appointment, a counselling session or a site visit, the leak is often after the booking: people who never show up. See what every step costs you.

Example numbers - replace with yours

Your result

Your funnel this month

What would change it

The same numbers with one thing improved, worked out live.

    Full breakdown

    Every number this calculator works out.

    Compare scenarios

    Save up to three versions and compare them side by side.

    Send me this plan

    Get these numbers on WhatsApp and email, with a link that reopens them. Your result stays on this page either way.

    We use your details to send the plan and to follow up once. Privacy Policy

    How this is calculated
    1. Enquiries = ad spend ÷ cost per enquiry (or clicks × click to enquiry rate).
    2. Appointments = enquiries × % that book. Attended = appointments × show-up %. No-shows = appointments − attended.
    3. Paying customers = attended × % that pay. Cost per paying customer = ad spend ÷ paying customers.
    4. Revenue = paying customers × average bill. ROAS = revenue ÷ ad spend. Break-even ROAS = 1 ÷ gross margin.
    5. Revenue lost to no-shows = no-shows × % that pay × average bill.
    6. Cost per enquiry = ad spend ÷ enquiries; per appointment = ad spend ÷ appointments. Most you can pay per paying customer = average bill × gross margin. Profit = revenue × gross margin − ad spend.
    7. 12-month revenue = revenue × paid visits per paying customer in 12 months (at least 1). 12-month ROAS = that ÷ ad spend; 12-month profit = that × gross margin − ad spend.

    Green, amber and red compare each result with the break-even your own numbers imply, never with an outside benchmark. Every starting number is an editable example, not an industry average.

    Questions

    About this calculator

    No-shows × the share of attendees who pay × your average bill. It is the revenue those bookings would have brought at your own conversion rate.

    Treat an enquiry as a lead, the booking as a site visit and a paying customer as a unit booked. For the average bill, use your revenue per unit, and set the gross margin to what you keep from it.

    No. They are example values only, so the page is not empty. Replace them with your own numbers from your booking register or front desk.
    More free calculators

    Work out the next number

    B2B lead cost calculatorLead generation Ad spend and ROAS calculatorPlan ad spend D2C ecommerce profit calculatorOnline store D2C product profit calculatorOnline store Store footfall calculatorLocal footfall Lead leakage calculatorStop losing leads

    See all free tools & calculators →