The calculator is deliberately simple, and it helps to know exactly what it is doing before you act on the output. Current monthly revenue is your visitors multiplied by your conversion rate multiplied by your average order value — nothing more. If that figure does not match what you actually bank, the input that is usually wrong is conversion rate, because most analytics setups count enquiries and orders differently. Getting that measurement straight is normally the first thing a conversion rate optimisation engagement fixes.
The projected figures apply two fixed multipliers to your own numbers: a 30% lift in traffic and a 40% lift in conversion rate. They are illustrative modelling, not a forecast for your business, and they are there to show you which lever is worth pulling. Change the visitor input on its own and you are modelling what a SEO or Google Ads programme would need to deliver. Change the conversion rate on its own and you are modelling CRO and web design work. In most cases the conversion lever is cheaper per dollar of revenue, because you are already paying for the traffic.
Projected ROAS is projected revenue divided by the ad spend you entered — so it deliberately ignores organic contribution and cost of goods. Treat it as a ceiling rather than a profit figure. If your margin is thin, the useful comparison is not ROAS at all but revenue per visitor before and after, which is where ecommerce SEO and email marketing usually beat additional paid spend, because neither cost scales linearly with volume.
Average order value is the input people leave alone and shouldn't. Bundling, tiering and post-purchase offers move it without touching traffic at all, and a lift there flows through every other number on the page. For considered purchases the equivalent lever is close rate, which is a sales funnel and lead generation problem rather than a marketing-traffic one.
If the modelled numbers look worth chasing, the next step is working out which of them is realistic in your market — competition, current rankings and margin all change the answer. That is what the discovery and blueprint phases of the Odin Method are for, and what the case studies show at different scales. You can also compare approaches by channel on the services hub, by sector on the industries hub, or by market on the locations hub before you book a strategy call.