Video ROI Calculator
Enter campaign costs, funnel metrics, and value drivers. The layout uses three columns on large screens, two on medium screens, and one on mobile.
Example Data Table
This sample shows a realistic campaign setup and its modeled outcome.
| Metric | Example Value | Type |
|---|---|---|
| Production Cost | $3,500.00 | Input |
| Distribution Cost | $600.00 | Input |
| Paid Promotion Cost | $2,200.00 | Input |
| Software Cost | $300.00 | Input |
| Labor Cost | $1,470.00 | Calculated |
| Views | 50,000 | Input |
| Clicks | 1,400 | Calculated |
| Leads | 140.00 | Calculated |
| Customers | 16.80 | Calculated |
| Direct Revenue | $10,584.00 | Calculated |
| Total Investment | $8,070.00 | Calculated |
| Total Return | $9,579.60 | Calculated |
| ROI | 18.71% | Calculated |
Formula Used
The calculator blends direct response performance with assisted value and brand impact.
Labor Cost = Staff Hours × Hourly Rate
Total Investment = Production Cost + Distribution Cost + Paid Promotion Cost + Software Cost + Labor Cost
Clicks = Views × (Click Through Rate ÷ 100)
Leads = Clicks × (Lead Conversion Rate ÷ 100)
Customers = Leads × (Close Rate ÷ 100)
Direct Revenue = Customers × Average Order Value × Repeat Purchase Factor
Direct Gross Profit = Direct Revenue × (Gross Margin ÷ 100)
Total Return = Direct Gross Profit + Assisted Revenue Value + Brand Value Lift
ROI % = ((Total Return − Total Investment) ÷ Total Investment) × 100
Break Even Customers = Total Investment ÷ (Average Order Value × Repeat Purchase Factor × Gross Margin)
How to Use This Calculator
Step 1: Enter every cash cost tied to the video campaign, including production, promotion, software, and labor.
Step 2: Add funnel metrics such as views, click through rate, lead conversion rate, and close rate.
Step 3: Enter revenue drivers, including average order value, repeat purchase factor, and gross margin.
Step 4: Add assisted revenue and brand value lift if your attribution model recognizes influence beyond direct clicks.
Step 5: Press Calculate Video ROI to view results above the form, inspect the chart, and export CSV or PDF reports.
FAQs
1. What does this video ROI calculator measure?
It estimates whether a video campaign generated enough value to justify its full cost. It combines direct response revenue, gross margin, assisted value, brand lift, and labor cost into one financial view.
2. Why does the calculator use gross margin instead of revenue only?
Revenue alone can overstate success. Gross margin focuses on retained value after product or service delivery costs, giving a more realistic estimate of campaign profitability and break even volume.
3. What is assisted revenue value?
Assisted revenue represents sales influenced by the video without a direct click path. Examples include later branded searches, nurture sequence sales, or multi touch journeys credited partly to the video.
4. Can I use this for awareness campaigns?
Yes. Awareness campaigns often need brand value lift and assisted revenue inputs because direct conversions may undercount the true impact. The blended model helps value upper funnel activity better.
5. Why are customers shown as decimal values?
The calculator models expected outcomes from conversion rates, so fractional customers represent averages. This is useful for forecasting, benchmarking, and comparing scenarios before a campaign ends.
6. What repeat purchase factor should I enter?
Use 1.00 for one time buyers. Use values above 1.00 when customers typically purchase again. For example, 1.50 means average customer value is one and a half orders over the measured period.
7. What does break even customers mean?
It shows how many customers you need to cover campaign investment based on average order value, repeat purchase behavior, and gross margin. Lower break even counts usually mean a more efficient campaign.
8. When should I export CSV or PDF?
Export results when sharing with stakeholders, attaching reports to campaign reviews, or comparing multiple scenarios. CSV works well for spreadsheets, while PDF is better for presentations and approvals.