What is What-If Analysis?
What-if analysis (also called scenario analysis) is a technique used to predict outcomes by changing input variables. For advertising campaigns, this means modeling questions like:
- What if I double my budget?
- What if I switch from awareness to conversion optimization?
- What if my CPM increases by 20%?
- What if my conversion rate improves by 10%?
Types of Scenarios You Can Model
Budget Changes
See how increasing or decreasing your budget affects conversions, revenue, and efficiency metrics like CPA and ROAS.
Objective Changes
Model what happens when you switch campaign objectives - from brand awareness to traffic, or from traffic to conversions.
Efficiency Changes
Understand how changes in CPM, CTR, or conversion rates impact your overall campaign performance.
Best/Worst Case Analysis
Our what-if tool doesn't just show you one outcome - it shows you a range of possibilities:
- Base Case: Most likely outcome based on your inputs
- Best Case: Optimistic scenario where things go better than expected
- Worst Case: Pessimistic scenario to help you prepare for challenges
Free vs Paid Scenario Planning Tools
Enterprise marketing platforms often charge hundreds per month for scenario planning capabilities. MarTech Tools provides professional what-if analysis completely free:
- No signup required - start analyzing immediately
- Unlimited scenarios - model as many situations as you need
- 100% private - all calculations happen in your browser
- Always free - no premium features behind paywalls