Marketing Return on Investment (RoI) Calculator

One of the things our clients often want to understand is the ROI of particular campaigns. We’ve built a simple calculator that allows you to calculate the potential increase in profit and ROI for a campaign where you can estimate its impact on the sales funnel.

Simply select the campaign type that best reflects what you are running: advertising, email or trade show. This will present the most relevant calculation for the tactics you have chosen, and allow you to work out the return on investment, as well as other metrics such as CPC, CPL, etc.

Feel free to play with the calculator below and let us know what you think. We’re planning to update the calculator with additional functionality on a regular basis.

Advertising Email Trade Show

Impressions:

CTR:
 % 
?
Click-through rate for adverts varies depending on a range of factors including platform used, audience targeted and industry. For typical B2B technology campaigns you might see around 0.2% for display ads, ranging up to 5% for search ads.

Clicks/Landing Page Visits:

Landing Page Conversion Rate:
 % 
?
Landing page conversion rates are critical, but are impacted by a wide range of factors, from the offer and page layout to the audience and number of fields in the form. A typical landing page in B2B will have a conversion rate of 5-10%, but it is possible to achieve rates of 20% or more.

Form Fills:

Contact to MQLs:
 % 
?
The rate at which the “leads” or contacts you collect convert to marketing qualified leads (MQLs) depends on your definition of an MQL and the quality of the contacts you generate. We see a very wide range of conversion rates, generally in the 25% to 75% range.

MQLs:

MQLs to SQLs:
 % 
?
The conversion rate from MQL to SQL will depend primarily on the definitions of MQL and SQL. It's not good to have either too high or too low a conversion rate, and generally we'd expect clients to see rates of 20% to 50%, although being outside of this range is not necessarily a problem.

SQLs:

SQLs to customer:
 % 
?
The rate at which sales convert SQLs will be highly dependent on the industry. In particular low-value sales need high conversion rates to fund the cost of the sales teams. It's hard to give a range for this metric as 10% might be a good rate for some industries, whereas 70% might be disappointing in others.

Customers:
 

Campaign Cost:

 £

Cost Per Contact (Lead):

 £

Customer Lifetime Value (CLV):

 £

Cost/MQL:

 £

Return on Marketing Investment (ROI):

 %

Cost/SQL:

 £

Customer Acquisition Cost:

 £

Sent:

Delivery Rate:
 % 
?
You should not expect a well-maintained list to have a significant number of undelivered emails. This value should be in the high 90s (generally over 98%)

Delivered:

Open Rate:
 % 
?
Open rate is an unreliable metric. The open rate will depend heavily on things like the device used (Apple's mail privacy protection makes all emails look like they have been opened). It is worth comparing open rates from one email to another when using the same audience. Typically internal databases will achieve open rates of just above 20%, but well-maintained databases can achieve 40-50% or more

Opens:

Clicks to Sent:
 % 
?
Click rates are a fairly good proxy to measure engagement. However anti-malware filters will click on all the links, which can significantly impact the click-through rate. Once spurious clicks are removed, a typical internal database will achieve 2-5% click to sent, but this can vary widly depending upon the offer

Clicks:

Clicks to Open:
 % 
?
We don't recommend using this ratio as both the open and click rate are somewhat unreliable, so using a metric like this compounds the errors.

Unsubscribes:

Unsubscribe Rate:
 % 
?
The unsubscribe rate should be extremely low - normally 1% or less. If you are seeing unsubscribes over 3% you should review the campaign to see why there are so many people unsubscribing.
 

Campaign Cost:

 £

Cost Per Open:

 £

Cost per Click:

 £

Event Visitors:

% Visitors to your Booth:
 % 
?
This is a metric that is really used for planning to estimate the likely stand traffic. It will vary considerably depending on the event, number of attendees and number of booths.

Stand (Booth) Visitors:

Contact Collection Rate:
 % 
?
Used for planning as this is hard to measure, this is your estimate of the percentage of visitors to your book for whom you collect contact details.

Contacts Collected:

Contact to MQLs:
 % 
?
The rate at which the “leads” or contacts you collect convert to marketing qualified leads (MQLs) depends on your definition of an MQL and the quality of the contacts you generate. We see a very wide range of conversion rates, generally in the 25% to 75% range, although events are often at the lower end.

MQLs:

MQL to SQL:
 % 
?
The conversion rate from MQL to SQL will depend primarily on the definitions of MQL and SQL. It's not good to have either too high or too low a conversion rate, and generally we'd expect clients to see rates of 20% to 50%, although being outside of this range is not necessarily a problem.

SQLs:

SQL to Customer:
 % 
?
The rate at which sales convert SQLs will be highly dependent on the industry. In particular low-value sales need high conversion rates to fund the cost of the sales teams. It’s hard to give a range for this metric as 10% might be a good rate for some industries, whereas 70% might be disappointing in others.

Customers:
 

Event Cost:

 £

Cost Per Contact (Lead):

 £

Customer Lifetime Value (CLV):

 £

Cost/MQL:

 £

Return on Marketing Investment (ROI):

 %

Cost/SQL:

 £

Customer Acquisition Cost:

 £