Free marketing tools that run on your numbers

55 calculators, checkers and planners for founders and marketing leads, grouped by the job they do. They are free with no sign-up. Most run in your browser; tools that read a URL fetch it through AAJ's server. WebGen AI sends your answers to an AI model through AAJ's server. A few tools offer an optional email step to send or download a report.

Start here

Marketing Maturity Scorecard: An 18-question, whole-funnel self-assessment for founder-led startups. Score six dimensions and see where to focus first. It spans every topic, so it is the place to begin; it is listed under Measurement.

Open the Marketing Maturity Scorecard

Money and spend

How much to spend, where it goes, and whether the economics actually work. Pairs with the Marketing Budget Planner template.

  1. Marketing Budget Calculator

    Topic: Analytics, Experiments & Budget

    Size your marketing budget by stage, business model and growth ambition from AAJ's working ranges, next to published reference points, then split it by function.

  2. Paid Media Budget Allocator

    Topic: Paid Media

    Pick a business model preset, set your budget or CAC ceiling, and watch the engine split spend across channels with diminishing-returns math.

  3. Channel Test Budget Calculator

    Topic: Paid Media

    How much to spend, and for how long, before judging a new channel, with a stop rule worked out in advance and which of up to six channels to test first.

  4. Google Ads Account Audit

    Topic: Paid Media

    Paste your campaign and search terms reports to find wasted spend, starved winners and brand vs non-brand CPA, read against your own target CPA.

  5. Unit Economics Calculator

    Topic: Analytics, Experiments & Budget

    Pressure-test CAC, LTV, payback, and gross margin in seconds — and see whether your growth math actually compounds.

  6. SaaS Growth Efficiency Calculator

    Topic: Analytics, Experiments & Budget

    Magic number, burn multiple, Rule of 40 and CAC payback from one quarter's numbers, each read against what its source actually wrote.

  7. Growth Loop Calculator

    Topic: Go-to-Market & Growth Planning

    Enter each stage of your referral, content or paid loop to get the loop factor k, how far it stretches every acquired user, your effective CAC and the stage to fix first.

  8. Referral Program Calculator

    Topic: Go-to-Market & Growth Planning

    Referral CAC, the break-even reward, payback and the loop factor k for a customer referral program, priced against the CAC of the channel it replaces.

  9. Pricing & ARPU Modeler

    Topic: Pricing & Monetization

    Model your SaaS tiers — blended ARPU, revenue mix, price-ladder multiples, and whether your top tier anchors.

  10. Price Sensitivity Analyzer

    Topic: Pricing & Monetization

    Paste answers to four price questions and get the price range buyers accept, the points inside it, and an honest interval around each.

  11. AI Inference Cost Modeler

    Topic: Pricing & Monetization

    From your own token counts and model prices, see what one paid account of your AI product costs, earns and keeps at normal and spike usage.

  12. AI Free-Tier Cost Limit Calculator

    Topic: Pricing & Monetization

    The most tasks a free user can run each month, from your conversion rate, cost per task and margin per customer.

  13. Upgrade Prompt Readout

    Topic: Pricing & Monetization

    Conversion per upgrade prompt or paywall with honest intervals, whether one really converts best, and the stage to fix first.

  14. Marketing Leadership Cost Comparator

    Topic: Marketing Ops, AI & Team

    Compare a full-time hire, a fractional leader and an agency on your own numbers, including ramp, recruiting and your own hours.

Pipeline and customers

Whether the number is reachable: who to go after, how deals close, and why customers stay or leave. Pairs with the Sales Pipeline & Forecast Tracker template.

  1. Pipeline Forecast & Coverage Calculator

    Topic: Sales & Pipeline

    Get a weighted pipeline forecast, coverage ratio against your win rate, and exactly how much new pipeline you'd need to hit plan.

  2. ICP Fit Scorer

    Topic: Sales & Pipeline

    Score and tier your target accounts by ICP fit (A/B/C) so reps work the best-fit deals first.

  3. Win-Loss Analyzer

    Topic: Sales & Pipeline

    Win rates by segment, loss reasons ranked by revenue, why you win, where deals die, competitive records and your biggest fixable leak.

  4. Battlecard Builder

    Topic: Sales & Pipeline

    Build a competitor battlecard with proof for every claim, sourced and dated facts, and honest rival strengths.

  5. Pilot-to-Contract Planner

    Topic: Sales & Pipeline

    Plan a pilot backwards from the buyer's budget date, check every success criterion and download a plan the buyer signs before kickoff.

  6. Lead Handoff & SLA Checker

    Topic: Sales & Pipeline

    Check MQL response time, untouched leads, sales acceptance and your MQL threshold against the SLA both teams signed.

  7. Launch Readiness Planner

    Topic: Go-to-Market & Growth Planning

    Tier the launch, score readiness across six dimensions and build the dated work-back plan from T-30 to T+21.

  8. Webinar Pipeline Planner

    Topic: PR, Partnerships & Events

    Work backwards from a pipeline target to the registrations, attendance and follow-ups a webinar needs — and see which stage caps the result.

  9. Churn & Retention Calculator

    Topic: Retention, Expansion & Advocacy

    Enter one period of revenue movement and get NRR, GRR, revenue and logo churn, the SaaS quick ratio, and average customer lifetime.

  10. Cohort Retention Curve Builder

    Topic: Retention, Expansion & Advocacy

    Paste cohorts or customer start and end dates and get retention curves, a fair average, where retention levels off, and whether newer cohorts do better.

Positioning and audience

Who you’re for, how big the market is, and why you’re the obvious choice. Pairs with the Positioning & Messaging Workbook template.

  1. Beachhead Segment Scorer

    Topic: Strategy & Positioning

    Score your candidate segments on pain, reach, budget, competition and proof, see which to win first, why the runner-up lost, and whether the pick is settled.

  2. Bottom-Up Market Sizer

    Topic: Go-to-Market & Growth Planning

    Build TAM, SAM and SOM from accounts you can count, with SOM set by capacity and every unsourced number flagged.

  3. Positioning Statement Generator

    Topic: Strategy & Positioning

    Answer seven guided prompts and watch a complete positioning system take shape — statement, value prop, elevator pitch, and hero copy.

  4. Three-Lens Persona Brief

    Topic: Audience & Customer Research

    Turn a fuzzy target audience into a sharp customer profile — with marketer, sales & founder lenses.

  5. Review Theme Miner

    Topic: Audience & Customer Research

    Paste reviews of your product and your rivals' to see theme shares with intervals, rivals' weak spots and the words happy customers use.

  6. Survey Studio

    Topic: Audience & Customer Research

    Design and preview surveys — free. Multiple-choice, rating and open-text questions, and how many responses you need.

  7. Marketing Decision Guides

    Topic: Go-to-Market & Growth Planning

    Which channel first, which marketing hire, which tools now: a few questions each, then a clear answer and where to go next.

Measurement

What’s working, what isn’t, and whether the difference is real. Pairs with the Marketing KPI Board Report template.

  1. Marketing Maturity Scorecard

    Topic: Start here, across every topic

    An 18-question, whole-funnel self-assessment for founder-led startups. Score six dimensions and see where to focus first.

  2. A/B Test Significance Calculator

    Topic: Analytics, Experiments & Budget

    Find out whether your test variant actually won — or whether you're about to ship random noise.

  3. Ad Creative Test Calculator

    Topic: Analytics, Experiments & Budget

    Size an ad creative test before it runs, then read out whether the winning ad is real, on the metric that pays.

  4. Holdout Test Planner

    Topic: Analytics, Experiments & Budget

    Plan a holdout test's sample, length and cost, then read its lift, incremental CAC and iROAS, and whether it could ever answer.

  5. Marketing KPI Report

    Topic: Analytics, Experiments & Budget

    Turn one period of spend, funnel, revenue and pipeline into a board-ready snapshot with target attainment and period-over-period deltas.

  6. Self-Reported Attribution Coder

    Topic: Analytics, Experiments & Budget

    Code the answers to How did you hear about us? into channels and see what your analytics missed.

  7. UTM Builder and Naming Checker

    Topic: Analytics, Experiments & Budget

    Build tagged links, see which GA4 channel each one lands in, and catch the names that split your reports.

Whether people, search engines and AI agents can find your site, understand it and act on it, and whether email sent in your domain's name can be trusted. Pairs with the GEO & AEO Playbook.

  1. Website Conversion Audit

    Topic: Website & Conversion

    Audits a URL across speed, SEO, mobile, trust, accessibility, analytics and conversion, and weights every gap by what it costs you in conversions. You get the fixes ranked by impact and effort.

  2. Five-Second Message Test

    Topic: Website & Conversion

    Show a page for five seconds and score whether people got what it is, who it's for, why choose it and what to do next.

  3. Signup Flow Friction Scorer

    Topic: Website & Conversion

    Score a signup, trial or checkout flow out of 100 from its fields, steps and blocking items, with the fixes ranked by what each is worth per month.

  4. SEO & GEO Readiness Scorer

    Topic: AI Search & Agent Readiness

    Paste any URL and see how ready it is to be found and cited — by Google and by AI answer engines.

  5. Agent Buyability Check

    Topic: AI Search & Agent Readiness

    Score whether an AI agent acting for a buyer can find you, evaluate you against alternatives and act - fifteen checks across five weighted dimensions.

  6. Schema, Meta Tag and llms.txt Generator

    Topic: AI Search & Agent Readiness

    JSON-LD, title, description, canonical and Open Graph tags, and an llms.txt file from a short form, checked against Google's rules and your page's own text.

  7. AI Visibility Significance Test

    Topic: AI Search & Agent Readiness

    Size a GEO prompt set, score presence, citation and visibility across AI answer engines, and test whether a change since the last run is real or noise.

  8. AI Referral Share Reader

    Topic: AI Search & Agent Readiness

    Paste your GA4 export to see the visits and key events AI assistants sent you, and whether they really convert differently.

  9. Email Authentication Checker

    Topic: Marketing Ops, AI & Team

    Read your live SPF, DKIM and DMARC records and see whether someone can send email as you, with the exact record that fixes each gap.

  10. WebGen AI

    Topic: Website & Conversion

    Generate a first draft of a responsive single-page website in five guided steps — AI-written HTML, CSS, and JavaScript.

Content and brand

Plan, write and check what you publish, so it sounds like you and every claim holds up. Pairs with the Content Calendar & Repurposing Tracker template.

  1. Content Brief Builder

    Topic: Content, Copy & SEO

    Turn a target query into a writer-ready brief, with intent read from what ranks and the sources named before anyone writes.

  2. Brand Voice Checker

    Topic: Brand & Voice

    Check a draft against your own voice rules and get a pass or revise verdict per block, with every finding quoted in context.

  3. Claims & Proof Checker

    Topic: Content, Copy & SEO

    Flag every claim in your copy that needs proof or consent, with what to keep on file and the regulator's own guidance. Not legal advice.

  4. Headline and Subject Line Scorer

    Topic: Content, Copy & SEO

    Check subject lines, headlines, search titles and ad headlines against published limits, claims that need proof and spam patterns.

  5. Search Console Query Reader

    Topic: Content, Copy & SEO

    Paste your Search Console Queries export to see demand by intent, the topics you appear for on page two or worse, queries split across your pages and branded share.

  6. Content Decay Finder

    Topic: Content, Copy & SEO

    Paste a Search Console Pages export comparing two periods to see which pages are decaying, losing their snippet or rising, ranked by clicks lost.

  7. Social Studio

    Topic: Social, Community & Creators

    Plan, draft, schedule and track your social content across X, LinkedIn, Instagram, Facebook, TikTok, Threads and YouTube.

Run them in your AI agent

50 of the 55 tools have a matching agent skill. Use the tool in your browser when you want a quick answer. Hand the skill to your AI agent when you want the same method run on your own data, inside your own workflow.

Using Claude or ChatGPT instead? Add the AAJ engines as a custom connector, with no install: https://aaj-engines-mcp.sarojkjha10.workers.dev/mcp

Browse the agent skills