Calculator Inputs
Example Data Table
Use this sample campaign profile to test the calculator quickly.
| Messages | Delivery % | Response % | Click % | Conversion % | AOV | Margin % | Cost/SMS | Platform Fee |
|---|---|---|---|---|---|---|---|---|
| 50,000 | 97 | 18 | 62 | 14 | 48 | 58 | 0.018 | 175 |
| 80,000 | 96 | 16 | 59 | 11 | 56 | 61 | 0.016 | 240 |
| 120,000 | 98 | 21 | 65 | 15 | 44 | 55 | 0.015 | 325 |
Formula Used
These formulas help compare channel economics, campaign efficiency, and the impact of retention revenue on total profitability.
How to Use This Calculator
- Enter total messages sent for one campaign or one segment.
- Add funnel rates for delivery, response, clicks, and conversions.
- Insert order value, margin, and repeat purchase assumptions.
- Include message, platform, creative, and incentive costs.
- Press Calculate ROI to show results above the form.
- Review ROI, ROAS, CAC, profit per message, and break-even conversions.
- Download the results as CSV or PDF for reporting.
- Adjust one variable at a time to test budget scenarios.
Frequently Asked Questions
1. What does ROI mean in SMS marketing?
ROI measures how much net profit your campaign generates compared with total campaign cost. A positive ROI means profit exceeded spend. A negative ROI means the campaign did not recover its cost.
2. Why does this calculator include repeat revenue?
Many SMS campaigns create first purchases and later repeat orders. Including repeat revenue gives a more complete view of attributable value, especially for retention, loyalty, and replenishment campaigns.
3. Should I use gross revenue or gross profit?
Use revenue to understand top-line impact, but judge performance with gross profit and net profit. Margin matters because sales can look strong while contribution profit remains weak.
4. What is a good SMS campaign ROI?
A good result depends on your product margin, list quality, offer depth, and customer lifetime value. Compare ROI across campaigns, audiences, and seasons rather than relying on one universal benchmark.
5. Why can ROAS be strong while ROI stays weak?
ROAS looks only at revenue relative to spend. ROI considers profit after costs and margin. Heavy discounts, low margins, or high incentives can reduce ROI even when revenue looks healthy.
6. How should I estimate conversion rate?
Use recent channel-specific campaign data when possible. If you lack history, start with conservative assumptions, then refine the rate after each send using actual clicks, orders, and matched attribution.
7. What does break-even conversions show?
Break-even conversions estimate the number of purchases needed to cover fixed sending, platform, and creative costs after margin and incentive impact. It helps you set realistic campaign targets.
8. Can I use this for segmented campaigns?
Yes. Run the calculator separately for each audience, geography, or message type. Segment-level analysis often reveals which lists, offers, and send times generate the highest profit.