Four small utilities that keep showing up in real engagements. Fill the fields and read the output — each one computes from what you enter.
- Conversion rate calculator — enter visitors and conversions, get the percentage, with the comparisons handled.
- ROI calculator — what a traffic or conversion change is worth against what the work costs. It's the business case for an SEO engagement, in numbers.
- UTM builder — tagged URLs for your campaigns, built correctly so your analytics attributes them.
- Password generator — strong passwords, generated locally in your browser.
Make the ROI number defensible
Give the ROI calculator honest inputs — conservative traffic uplift, real close rates. The number will end up in a proposal, and a defensible small number beats an indefensible big one.
The output frames the engagement conversation: at the client's average order value and close rate, what does ranking movement pay? For the market-size input, pair it with traffic estimates →.
Pick a UTM convention early
UTM links are forever — choose a naming convention on day one. Note that utm_source=fb and utm_source=facebook become two rows in every report thereafter.
Limits and usage
- The calculators compute locally from your inputs — no data spend, no rate pressure.
- The password generator never sends your password anywhere. It exists because agencies mint client logins weekly and deserve a clean tool in reach.
If something isn't working
ROI looks absurd — huge or negative. Re-check the inputs' units. Monthly and annual figures mixed in one form is the usual cause.
UTM-tagged visits are missing in analytics. A redirect stripped the parameters — test the tagged URL with the redirect checker →.