Marketing ROI Calculator
Turn spend, leads, customers and average order value into the numbers that decide whether a campaign is worth repeating — with the working shown for every one.
Your campaign numbers
Results update as you type.
Results
How it works
- Enter what you spent, how many leads it produced, how many of those became customers, and what an average customer is worth.
- Add gross margin if you know it. Without it, ROI is calculated on revenue, which flatters every result — the tool says so rather than hiding it.
- Every figure shows the formula it came from, so you can check the maths or rebuild it in a spreadsheet.
- Copy the summary to paste into a report or an email.
Why this matters
Most marketing reporting stops at cost per lead, which is the least useful number in the set. A channel with cheap leads that never close is more expensive than one with pricey leads that do. Cost per acquisition is where the truth is.
ROI and ROAS get used interchangeably and mean different things. ROAS is revenue divided by ad spend — a ratio, and the standard measure inside ad platforms. ROI is profit relative to total cost, expressed as a percentage. A campaign can post a 4× ROAS and still lose money once margin and the rest of the cost base are counted.
Which is why the margin field matters. Revenue-based ROI is the number agencies quote; margin-based ROI is the number your accountant recognises.
Questions
What is the difference between ROI and ROAS?
ROAS = revenue ÷ ad spend, reported as a multiple such as 4×. It counts only media cost and only revenue.
ROI = (gross profit − total cost) ÷ total cost, reported as a percentage. It counts margin and every cost you include. ROAS answers "did the ads pay for themselves"; ROI answers "did the business make money".
What counts as a good ROAS?
It depends entirely on margin. At 20% margin you need 5× ROAS just to break even; at 80% margin, 1.25× does it. Anyone quoting a universal benchmark is quoting their own industry, not yours. Enter your margin here and the tool works out your actual break-even.
Should I use revenue or profit for average customer value?
Use revenue in the customer value field and put your margin in the margin field — the tool then reports both revenue-based and margin-based ROI. Putting profit in the value field and leaving margin blank works too, as long as you remember which you did.
Does this account for repeat purchases?
Only if you enter lifetime value rather than first-order value in the customer value field. For subscriptions and repeat-purchase businesses, first-order value understates the return badly — often by several multiples.
Is anything saved?
No. It is arithmetic running in your browser. Nothing is sent anywhere, which is deliberate given these are your commercial numbers.