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Free Marketing ROI Calculator

Plug in your numbers and instantly see your cost per lead, cost per customer, revenue, ROAS, and true marketing ROI — so you know what is actually working.

Your Numbers

Marketing spend ($)

Total you spent on this campaign or month.

Leads generated

Lead-to-customer rate (%)

Average sale value ($)

Gross margin (%) (optional)

Leave blank to calculate on revenue. Set it to measure profit-based ROI.

Your Results

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Cost per lead

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New customers

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Cost per customer

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Revenue generated

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ROAS (return on ad spend)

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Marketing ROI

Stop guessing what your marketing is worth

Most business owners can tell you what they spend on marketing, but not what they get back. This calculator turns your raw numbers into the metrics that actually matter: how much each lead and customer costs you, how much revenue your marketing produced, and your real return on investment. Once you can see those numbers, you can confidently double down on what works and cut what does not.

It pairs perfectly with proper attribution tracking — attribution tells you which channel your leads came from, and this calculator tells you whether that channel is actually profitable.

How to use the ROI Calculator

Enter your marketing spend for the campaign or time period you want to measure.
Add the number of leads that spend generated.
Enter your lead-to-customer rate — the percentage of leads that become paying customers.
Add your average sale value. Use customer lifetime value if you have repeat business, for a truer picture.
Optionally add your gross margin to calculate profit-based ROI instead of revenue-based.

The metrics explained

Cost per lead (CPL): spend divided by leads. How much you pay to get one prospect to raise their hand.
Cost per customer (CAC): spend divided by customers won. The number that determines whether your marketing is sustainable.
ROAS: revenue divided by spend, shown as a multiple. A 4x ROAS means you earned $4 in revenue for every $1 spent.
Marketing ROI: your return after subtracting the spend, as a percentage. This is the bottom-line number to watch over time.

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Common Questions

Marketing ROI FAQ

How is marketing ROI calculated?

Marketing ROI is your return minus your cost, divided by your cost, shown as a percentage. The formula is (revenue or profit minus marketing spend) divided by marketing spend, times 100. For example, $8,000 in revenue from $2,000 in spend is a 300 percent ROI. This calculator does the math for you and also shows ROAS, cost per lead, and cost per customer.

What is a good marketing ROI?

A common benchmark is a 5:1 revenue-to-spend ratio (a 400 percent ROI), with 10:1 considered excellent and anything below 2:1 often unprofitable once you account for the cost of goods. What counts as good varies by industry and margin, which is why entering your gross margin gives you a truer, profit-based picture.

What is the difference between ROI and ROAS?

ROAS (return on ad spend) is total revenue divided by spend, shown as a multiple like 4x. ROI (return on investment) subtracts your costs first and is shown as a percentage, so it reflects actual profitability. ROAS tells you how much revenue your spend produced; ROI tells you whether you actually came out ahead. This tool shows both.

Should I use sale value or lifetime value?

If your customers buy once, use the average sale value. If they buy repeatedly, use customer lifetime value (the total revenue from a typical customer over time) for a more accurate ROI. Many businesses underestimate their marketing ROI because they only count the first purchase instead of the full relationship.