So if I have a webinar that sells a $1,000 course, I’ll test with $1,000 of traffic. If I have a book funnel with two upsells, I will total up the prices of all the products in the funnel ($0 book + $37 bump + $97 OTO + $197 OTO = $331) and spend that much on ads for my first test. My goal from this test is to break even. I’m going to spend $1,000 in ads for my webinar funnel and try to get one sale so that I make my money back. If I do, then I have what we call a “breakeven funnel” because we broke even on our ad spend.
