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I do this with industry benchmarks from one source. I caveat it heavily and try to back into the client’s goals
I only estimate conversion rate based on a
client’s own data, there is such a huge swing based on website.
If the client didn’t provide benchmark, use industry standards and inflate a bit where you can. Say that the CPMs and CPCs will change based on negotiations and hope for the best
I just do it based on estimations/ similar campaigns and then caveat it in footnotes.