ROI Calculator
What your marketing returned, from your own spend and revenue: return on ad spend, profit after your margin, the break-even return, what a customer costs and how fast they pay it back – per channel.
Open it from Studios → Strategy & Planning → ROI Calculator.
The numbers
From your data reads the brand's spend from its connected ad accounts and its revenue and new customers from its sales data, for the last 30 days, 90 days or 12 months – the same numbers Customer Intelligence shows. My own numbers takes a channel, what it cost, what it brought back and how many new customers it won, for when the data is not connected.
Gross margin is what is left of a sale after the cost of the product or service. Without it, the calculator shows revenue returns only – it never assumes a margin.
What it shows
- Return on ad spend – revenue for each unit spent.
- Break-even – the return below which spend loses money: one divided by your margin (at a 40% margin, 2.5×).
- Profit – revenue × margin, less spend – and the return on what was spent.
- Cost per new customer – spend divided by the customers it won.
- By channel – each paid channel's spend, revenue, return, cost per customer and profit, with a dot showing whether it is above break-even. Channels that earned revenue without recorded spend (email, organic, direct) are shown apart and not counted in the return.
- What a customer is worth – by the channel that first brought them: what they cost to win, their first order, what they have spent with you so far, how many orders it takes to pay back, and what they are worth against what they cost.
- What if you moved the budget – moving part of one channel's budget to another, at the returns each earns today. Channels return less the more is spent in them, so this is the optimistic line; marketing mix modelling measures where each channel saturates.
Download gives the channel table as a spreadsheet. The calculator makes no AI call and costs 0 credits.