Calculator
Enter your campaign costs and performance assumptions. Use attribution to stay conservative when multiple channels run together.
Example Data Table
| Scenario | Airtime | Responses | Lead→Customer | AOV | Margin | Attribution | Estimated ROI |
|---|---|---|---|---|---|---|---|
| Local promo week | $1,200 | 180 | 12% | $55 | 45% | 80% | ~5% |
| Seasonal push | $2,500 | 420 | 10% | $65 | 50% | 70% | ~52% |
Figures are illustrative. Use your own tracking data for accuracy.
Formula Used
Total Spend = Airtime + Production + Agency + Other − Discounts
Estimated Customers = Responses × (Lead-to-Customer Rate ÷ 100)
Revenue = Estimated Customers × Average Order Value × Purchases per Customer
Attributed Revenue = Revenue × (Attribution ÷ 100)
Gross Profit = Attributed Revenue × (Gross Margin ÷ 100)
Net Profit = Gross Profit − Total Spend
ROI (%) = (Net Profit ÷ Total Spend) × 100
Break-even happens when Gross Profit equals Total Spend, so required attributed revenue is Total Spend ÷ Margin.
How to Use This Calculator
- Enter all costs, including production and tracking.
- Estimate responses from call logs, web analytics, or promo codes.
- Set a realistic lead-to-customer rate from past campaigns.
- Use purchases per customer to cover repeat buying in your window.
- Apply an attribution percent to stay conservative.
- Click Calculate ROI to see ROI, ROAS, CPA, and break-even.
- Download CSV or PDF to share with your team.
FAQs
1) What does “attribution to radio” mean?
It’s the share of revenue you believe radio influenced. If customers also saw social or search ads, set attribution below 100% to avoid over-crediting radio and to keep planning conservative.
2) Should I use revenue or profit for ROI?
This calculator uses gross profit, not total revenue, because profit better represents return after product costs. Enter a realistic gross margin so the ROI reflects business impact.
3) How do I estimate responses accurately?
Use unique phone numbers, short URLs, promo codes, or survey “How did you hear about us?” data. Combine sources and avoid counting duplicates where possible.
4) What if my campaign drives store visits without calls?
Treat visits, coupon scans, QR hits, or form submissions as responses. Use a conversion rate that reflects how many of those actions become customers.
5) Why include purchases per customer?
Radio can create repeat buyers. If you measure results over several weeks or months, purchases per customer helps include follow-up purchases within your chosen window.
6) What is CPA and why does it matter?
CPA is cost per acquired customer. It helps compare radio to other channels. A lower CPA often indicates better efficiency, even if ROI looks similar.
7) My ROI is negative. What should I adjust first?
Check assumptions: conversion rate, margin, and attribution are common drivers. Also verify costs such as production and agency fees. Then test improvements like better offers, sharper targeting, or stronger calls-to-action.
8) Can I use this for brand awareness campaigns?
Yes, but assign proxy responses and conservative attribution. For awareness, track lift in branded search, direct traffic, or store inquiries, and use those as your response inputs.