Separate media delivery from percentage and fixed agency fees
A contract total and a platform media allocation differ when fees sit outside media spend. A reproducible illustrative example with editable inputs and explicit limits.
A contract total and a platform media allocation differ when fees sit outside media spend. This worksheet calculates total scoped cost from media, a percentage fee and a fixed charge. The fee basis must match the agreement before the output can be used for planning.
Define the calculation before using it
Apply the entered fee fraction to the media base, then add the fixed charge. Divide the resulting cost by comparable outcomes only after identifying whether those outcomes are observed or forecast. Change the model when a contract charges on another base or includes rebates instead of forcing the invoice into this equation.
Work through the synthetic example
At 20,000 media units, a 10% fee and 1,000 fixed charge, scoped cost is 23,000. For 2,000 illustrative outcomes, media-only CPA is ten and scoped CPA is 11.50. This distinguishes cost definitions; it does not judge whether the service earns its fee or whether the forecast will be achieved.
| Output | Worked-example result |
|---|---|
| Total scoped cost | 23000.0000 |
| Media-only CPA | 10.0000 |
| Scoped CPA | 11.5000 |
Use the artifact and preserve its assumptions
Open the editable calculator to change the inputs and inspect the sensitivity view. The CSV records synthetic inputs and expected outputs; the JSON fixture keeps the equations available for reproduction. These calculations have been checked against the stated example. No measured campaign data is included.
The sensitivity rows vary only fee by 20% below and above the entered value. They are scenarios, not confidence limits or a forecast distribution. A row outside the model’s constraints is labelled rather than turned into a plausible-looking result. Save the chosen inputs with the decision so another reader can distinguish a changed assumption from a changed formula.
Evidence and limits
Google distinguishes served cost from billed cost after adjustments. Choose and document the cost basis used in this worksheet; its production, contribution and cash assumptions are our teaching examples, not provider benchmarks. See Manage your spend in Google Ads, especially “Access your billing and cost data; View costs from reports”.
Taxes, bonuses and other pass-through charges are excluded unless entered. No contract interpretation or outcome verification is performed by this worksheet.
Background: Annual and quarterly UA budget planning and A Q4 UA Budget Planning Checklist Before the Rush. These existing articles provide context; the present calculation does not verify every archived claim.
