How we estimate revenue from traffic
When a startup does not publish revenue, we estimate it from visits and its own public pricing. Here is the formula.
StartupsIntel team · Oct 24, 2026 · 1 min read
Most startups never publish revenue. To still compare them we use a simple, transparent model built from two numbers we can measure: monthly visits and the prices on the site's own pricing page.
The formula
- Take the month's visits.
- Assume a small share of visitors are paying customers. The default is 3 percent.
- Split those customers between the monthly plan (80 percent) and the yearly plan (20 percent).
- Multiply each group by the matching price. When no yearly price is listed we use ten times the monthly price.
So a site with 100,000 visits and a $19 monthly plan with a $190 yearly plan comes out at 2,400 x $19 plus 600 x $190, roughly $159,600 for the month.
Verified revenue wins
When a founder has connected their payment provider, we show that verified figure instead and mark it with a green check. The estimate is only a fallback.
Limits
This is a rough model, not an accounting figure. Conversion rates differ a lot between free tools, B2B software and consumer apps. Use the estimate to compare scale, not to value a company. The full method is on our methodology page.
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