Calculator Inputs
Example Data Table
| Campaign | Total Cost | Direct Revenue | Credited Assisted Revenue | Credited LTV Revenue | Recognized Profit | ROI | ROAS |
|---|---|---|---|---|---|---|---|
| Q2 Creator Awareness Push | $11,000.00 | $15,000.00 | $2,100.00 | $5,400.00 | $12,375.00 | 12.50% | 2.05x |
Formula Used
| Metric | Formula |
|---|---|
| Total Campaign Cost | Influencer Fee + Seeding + Production + Amplification + Commission + Discounts + Tooling + Agency |
| Credited Assisted Revenue | Assisted Revenue × Assisted Revenue Credit % |
| Credited LTV Revenue | New Customers × Average LTV × LTV Attribution % |
| Recognized Revenue | Direct Revenue + Credited Assisted Revenue + Credited LTV Revenue |
| Recognized Profit | Recognized Revenue × Gross Margin % |
| Net Return | Recognized Profit − Total Campaign Cost |
| ROI % | (Net Return ÷ Total Campaign Cost) × 100 |
| ROAS | Recognized Revenue ÷ Total Campaign Cost |
| CTR | (Clicks ÷ Impressions) × 100 |
| Conversion Rate | (Conversions ÷ Clicks) × 100 |
| CPM | (Total Campaign Cost ÷ Impressions) × 1000 |
| CPA | Total Campaign Cost ÷ Conversions |
| CAC | Total Campaign Cost ÷ New Customers |
How to Use This Calculator
- Enter the campaign name, platform mix, and the currency symbol you want displayed.
- Add every cost line tied to the macro influencer activation, including amplification, discounts, tools, and agency support.
- Input direct revenue, assisted revenue, new customers, average LTV, and attribution percentages you want credited to the campaign.
- Add exposure and funnel metrics like impressions, engagements, clicks, and conversions for efficiency calculations.
- Press Calculate ROI to show the result panel above the form, review the graph, and export the results as CSV or PDF.
FAQs
1. What does this calculator treat as macro influencer ROI?
It measures return after combining direct revenue, a credited share of assisted revenue, and attributed customer lifetime value. Then it applies gross margin and subtracts campaign cost.
2. Why include assisted revenue credit?
Macro creators often influence discovery before the final click. Assisted revenue credit lets you recognize partial contribution instead of ignoring upper-funnel value completely.
3. Why does the calculator show both ROI and ROAS?
ROAS focuses on revenue efficiency, while ROI uses profit after margin and cost. Seeing both prevents overstating performance when revenue is high but margins are thin.
4. When should I use LTV attribution?
Use it when the campaign acquires new customers whose future purchases matter. Apply a conservative attribution percentage so projected value stays realistic and defendable.
5. What is a good ROAS for macro influencer campaigns?
There is no universal benchmark. Good ROAS depends on margin, brand goals, category, repeat purchase behavior, and how much assisted revenue you reasonably credit.
6. Why can ROI turn negative even with strong sales?
High fees, low margins, heavy discounting, or weak conversion efficiency can wipe out profit. Revenue alone does not guarantee positive investment performance.
7. Can I use this for multi-platform activations?
Yes. Enter the blended campaign totals across Instagram, YouTube, TikTok, or other channels. The calculator works as long as the inputs reflect the same campaign window.
8. How often should I refresh the inputs?
Update once the campaign ends, then again after delayed conversions arrive. If you track repeat purchases, revisit LTV-based value after enough customer history accumulates.