Facebook ROI Calculator

Estimate revenue, margin, profit, and return in seconds. Compare paid traffic quality across spend scenarios. Use deeper metrics to improve budgeting and campaign decisions.

Calculator inputs

Direct media cost for the campaign.
Total ad views delivered.
Optional if clicks are already known.
Optional if clicks are already entered.
Traffic driven by the ad set.
Optional if conversions are known.
Orders, leads, or tracked actions.
Average revenue from one conversion.
Use this when revenue is already tracked.
1.00 means no extra repeat value.
Profit share kept before marketing costs.
Revenue reduction from refunds or chargebacks.
Revenue share credited to this channel.
Landing pages, analysts, tracking setup, or overhead.
Management or consulting cost.
Design, video, editing, or copy expense.
Attribution, analytics, and automation tools.
Upsells, subscriptions, or offline add-on revenue.

Example data table

Scenario Spend Clicks Conversions Adjusted Revenue Net Profit ROI
Prospecting $1,800 1,650 54 $5,210 $710 13.78%
Retargeting $900 940 61 $6,050 $2,019 50.79%
Lead Generation $1,250 2,400 120 $4,320 $646 13.30%

Formula used

Clicks = Impressions × CTR ÷ 100, or Ad Spend ÷ CPC.

Conversions = Clicks × Conversion Rate ÷ 100.

Base Revenue = Known Revenue + Extra Revenue, or Conversions × Revenue per Conversion + Extra Revenue.

Adjusted Revenue = Base Revenue × Repeat Purchase Factor × Attribution Share × (1 − Refund Rate).

Gross Profit Contribution = Adjusted Revenue × Gross Margin %.

Total Investment = Ad Spend + Fixed Costs + Agency Fee + Creative Cost + Software Cost.

Net Campaign Profit = Gross Profit Contribution − Total Investment.

ROI % = Net Campaign Profit ÷ Total Investment × 100.

ROAS = Adjusted Revenue ÷ Ad Spend.

Break-Even Revenue = Total Investment ÷ Gross Margin Rate.

How to use this calculator

  1. Enter ad spend and any known traffic data such as impressions, clicks, CTR, or CPC.
  2. Add conversion details using either conversion rate, conversions, or both.
  3. Provide revenue figures with total revenue or revenue per conversion.
  4. Adjust advanced fields for repeat purchases, refunds, attribution, and gross margin.
  5. Include non-media costs like agency, creative, tools, and fixed overhead.
  6. Press Calculate ROI to show results above the form, plus the metric table and chart.
  7. Use the CSV and PDF buttons to export the result summary.

FAQs

1. What does ROI measure here?

ROI measures net campaign profit compared with total investment. This version includes ad spend and supporting costs, so it reflects a more realistic business outcome than media spend alone.

2. What is the difference between ROI and ROAS?

ROAS compares revenue with ad spend only. ROI compares profit with all included costs. A campaign can have a strong ROAS but weak ROI if margins are low or overhead is high.

3. Should I enter both total revenue and revenue per conversion?

You can, but total revenue takes priority because it is more direct. Revenue per conversion is mainly useful when total revenue is unavailable and you want the tool to estimate sales value.

4. Why use attribution share?

Attribution share helps avoid over-crediting one channel. If Facebook influenced only part of the sale, reduce the share so the calculator reflects a more conservative and believable result.

5. What does repeat purchase factor do?

It increases revenue for customers who buy more than once. For example, 1.20 means you expect 20% more revenue beyond the first purchase during your chosen measurement window.

6. Why include gross margin instead of only revenue?

Revenue alone can exaggerate success. Gross margin converts revenue into profit contribution after product cost, making ROI more useful for budgeting and campaign comparison across offers.

7. Which costs should go into fixed, agency, creative, and software?

Use any campaign support expense that matters to the decision. Common examples are landing pages, tracking tools, freelancers, reporting subscriptions, editing, copywriting, and account management fees.

8. Can I use this for leads instead of purchases?

Yes. Treat conversions as qualified leads and set revenue per conversion to expected lead value. Attribution share and margin still help model actual contribution more carefully.

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Important Note: All the Calculators listed in this site are for educational purpose only and we do not guarentee the accuracy of results. Please do consult with other sources as well.