Calculator Inputs
Use the fields below to evaluate realized ROI, blended pipeline ROI, conversion efficiency, payback period, and fully loaded acquisition economics.
Example Data Table
| Lead Source | Total Cost | Leads | Customers | Attributed Revenue | ROI |
|---|---|---|---|---|---|
| Paid Search | $24,750 | 850 | 18 | $43,161 | 18.54% |
| Organic Search | $9,300 | 610 | 22 | $51,200 | 157.63% |
| Partner Referrals | $6,150 | 190 | 14 | $39,480 | 236.20% |
| Webinars | $12,900 | 420 | 11 | $28,750 | 51.47% |
Formula Used
Sales Labor Cost = Sales Hours × Sales Hourly Rate
Base Marketing Cost = Campaign Cost + Ad Spend + Content Cost + Tools Cost + Agency Cost
Fully Loaded Cost = Base Marketing Cost + Sales Labor Cost + Overhead Cost
Overhead Cost = (Base Marketing Cost + Sales Labor Cost) × Overhead Allocation %
Closed Revenue = Customers Won × Average Deal Value
Attributed Revenue = (Closed Revenue + Recurring Revenue) × Attribution Share % × (1 − Refund or Churn Adjustment %)
Projected Pipeline Revenue = Open Opportunities × Average Deal Value × Expected Win Rate %
Gross Profit = Attributed Revenue × Gross Margin %
Net Profit = Gross Profit − Fully Loaded Cost
ROI % = (Net Profit ÷ Fully Loaded Cost) × 100
Blended ROI % = ((Gross Profit With Pipeline − Fully Loaded Cost) ÷ Fully Loaded Cost) × 100
Payback Months = Fully Loaded Cost ÷ Monthly Gross Profit
How to Use This Calculator
- Enter the lead source name and your reporting period in months.
- Add direct spend values, content costs, platform tools, agency fees, and sales labor inputs.
- Fill in the funnel counts from leads through closed customers.
- Provide average deal value, recurring revenue, margin, refund adjustment, attribution share, and expected win rate.
- Click Calculate ROI to show the results above the form.
- Review realized ROI, blended ROI, conversion costs, and payback period.
- Use the CSV and PDF buttons to export the calculated summary.
FAQs
1. What does this ROI calculator measure?
It measures how much profit a lead source generates after marketing spend, sales effort, and overhead are deducted. It also shows revenue efficiency, payback speed, and funnel conversion quality.
2. Why is attribution percentage included?
Many deals are influenced by multiple channels. Attribution percentage lets you assign only the portion of revenue that truly belongs to the selected lead source.
3. Why should I include sales labor cost?
A source may look profitable on ad spend alone but become weaker after sales time is included. Sales labor helps reveal the true fully loaded acquisition cost.
4. What is the difference between realized and blended ROI?
Realized ROI uses revenue already closed. Blended ROI adds expected value from open opportunities, giving a forward-looking view of current pipeline strength.
5. Why can ROAS be strong while ROI is weak?
ROAS focuses on attributed revenue versus marketing spend. ROI also considers margin, refunds, sales labor, and overhead, so it is a deeper profitability measure.
6. How often should I update the inputs?
Monthly updates work well for most teams. High-volume teams may prefer weekly reviews, especially when campaign spend, conversion rates, or close rates change quickly.
7. Can I compare multiple lead sources with this page?
Yes. Run one source at a time, export each result, and compare ROI, CAC, payback, and conversion quality side by side in a spreadsheet.
8. What if my funnel stages are incomplete?
You can still estimate ROI with the available values, but complete funnel counts make the efficiency metrics more reliable and easier to act on.