Calculator Inputs
Use the responsive layout below. Large screens show three columns, smaller screens show two, and mobile shows one.
Example Data Table
| Scenario | Ad Spend | Direct Revenue | Assisted Revenue | Margin % | Clicks | Conversions | ROI % | ROAS |
|---|---|---|---|---|---|---|---|---|
| Brand Search | $2,400 | $9,800 | $1,300 | 62 | 2,100 | 126 | 106.71 | 4.27x |
| Retargeting | $1,800 | $7,200 | $900 | 58 | 1,650 | 118 | 91.11 | 4.08x |
| Cold Prospecting | $4,600 | $10,900 | $3,200 | 48 | 5,400 | 144 | 13.83 | 2.61x |
Formula Used
- Attributed Revenue = Direct Revenue + (Assisted Revenue × Assisted Credit %)
- Total Cost = Ad Spend + Creative Cost + Agency and Tool Cost + Other Costs
- Gross Profit = Attributed Revenue × Gross Margin %
- Net Profit = Gross Profit − Total Cost
- ROI % = (Net Profit ÷ Total Cost) × 100
- ROAS = Attributed Revenue ÷ Ad Spend
- MER = Attributed Revenue ÷ Total Cost
- CTR % = (Clicks ÷ Impressions) × 100
- CVR % = (Conversions ÷ Clicks) × 100
- CPC = Ad Spend ÷ Clicks
- CPA = Ad Spend ÷ Conversions
- CAC = Total Cost ÷ New Customers
- Break-even Revenue = Total Cost ÷ Gross Margin Decimal
- Break-even ROAS = Break-even Revenue ÷ Ad Spend
- LTV ROI % = ((New Customers × LTV × Gross Margin Decimal) − Total Cost) ÷ Total Cost × 100
How to Use This Calculator
- Enter your campaign spending, including media, creative, agency, and other support costs.
- Fill in revenue fields. Use direct revenue for immediate sales and assisted revenue for influenced sales.
- Set the assisted revenue credit percentage to reflect your attribution policy.
- Enter gross margin to evaluate profit, not just raw revenue.
- Add impressions, clicks, conversions, new customers, and lifetime value for deeper efficiency analysis.
- Press Calculate Ad ROI to show results above the form under the header.
- Use the CSV button for spreadsheet analysis and the PDF button for reporting.
Frequently Asked Questions
1) What does ad ROI measure?
Ad ROI measures the profit returned from your campaign after considering all entered costs and margin assumptions. It shows whether the campaign created real business value, not just revenue.
2) What is the difference between ROI and ROAS?
ROAS compares revenue to ad spend only. ROI measures profit after margin and all campaign costs. ROAS is useful for media efficiency, while ROI is better for full business performance.
3) Why should I include gross margin?
Revenue can look strong even when profit is weak. Gross margin adjusts revenue into gross profit, helping you judge whether the campaign remains worthwhile after product or service delivery costs.
4) Why is assisted revenue credit included?
Many ads influence purchases without earning last-click credit. Assisted revenue credit lets you assign only part of that influenced revenue, producing a more balanced and realistic performance estimate.
5) What does break-even ROAS mean?
Break-even ROAS is the minimum revenue-to-spend ratio required to cover all costs at the chosen margin. If your actual ROAS falls below it, the campaign is likely destroying value.
6) When should I use customer lifetime value?
Use lifetime value when your campaign acquires customers who buy again later. This helps estimate long-term return rather than judging success only from first-order revenue.
7) What should I do if ROI is negative?
Review cost structure, pricing, audience targeting, conversion rate, and attribution settings. Negative ROI often means the campaign needs cheaper acquisition, higher conversion quality, or stronger margin contribution.
8) How often should I recalculate ad ROI?
Recalculate whenever spend, conversion rate, margins, or attribution assumptions change. Weekly reviews are common, but high-spend campaigns may need daily monitoring during active optimization.