# Campaign ROI Calculator

> Compute ROI, ROAS, and absolute profit from campaign spend and attributed revenue, with framing for when attribution is weak.

Source: https://influtics.com/llm/tools/campaignRoi.md

The Campaign ROI Calculator computes three numbers every campaign report
needs: ROI, ROAS, and absolute profit. It is intentionally simple — the
math is not the hard part, the inputs are.

## Formula

`profit = revenue − spend`

`ROI = (profit / spend) × 100`

`ROAS = revenue / spend`

A negative ROI means the campaign spent more than it earned in attributed
revenue. ROAS is the inverse-framed version that performance marketers
prefer (because it scales above 1 for any profitable campaign and below 1
for any unprofitable one); ROI is the same information expressed as a
percentage gain or loss against spend.

## Inputs

- **Campaign spend (USD)** — total amount paid out across creator fees,
  agency fees, production, and any other line items
- **Attributed revenue (USD)** — revenue your attribution model assigns
  to this campaign. This is the input that deserves the most scrutiny.

## Output

- **ROI (%)** — the percentage return on spend. 100% means revenue
  doubled the spend; 200% means tripled; −50% means the campaign lost
  half its spend.
- **ROAS** — return on ad spend, expressed as a multiplier. 2.0× means
  every $1 of spend generated $2 of attributed revenue.
- **Profit** — absolute dollar profit (revenue − spend).

## When to use it

- Closing the loop on a campaign report: spend and revenue both go in,
  three summary numbers come out
- Comparing two campaign concepts: which idea returns more per dollar
  spent? (Only meaningful if both campaigns use comparable attribution
  models.)
- Sanity-checking a pitch deck: a forecast that implies 10× ROAS on
  influencer marketing should make any experienced marketer suspicious
- Negotiating the next campaign: if last quarter was 0.8× ROAS, the
  renewal needs to fix the inputs (cheaper creators, better attribution,
  higher-converting landing page) before it gets budget

## Worked example

A 6-week campaign cost $24,000 in creator fees and $4,000 in production.
Attribution assigns $72,000 in revenue to the campaign.

spend = 24,000 + 4,000 = **$28,000**
revenue = **$72,000**

profit = 72,000 − 28,000 = **$44,000**

ROAS = 72,000 / 28,000 = **2.57×**

ROI = (44,000 / 28,000) × 100 = **157%**

Every dollar spent returned $2.57 in revenue and a $1.57 profit. That is a
healthy performance-marketing number for a creator campaign with first-party
attribution (UTM-tagged links, dedicated landing pages, post-purchase
surveys asking "how did you hear about us").

## Attribution caveats — read these before reporting the number

- Every dollar of "attributed" revenue deserves skepticism, especially for
  awareness campaigns. Influencer-driven sales are often misattributed by
  30–80% depending on the model.
- Last-click attribution under-reports influencer impact (the consumer
  often sees the influencer post, then Googles the brand later, and the
  Google click gets the conversion credit).
- View-through attribution over-reports influencer impact (an impression
  does not mean a purchase decision was driven by the post).
- Use this calculator as a sanity check, not as a justification for the
  campaign's existence. If the spend is real and the revenue is a guess,
  the ROI is also a guess.

## Related

- Campaign Budget Calculator: https://influtics.com/llm/tools/campaignBudget.md
- CPM Calculator: https://influtics.com/llm/tools/cpm.md
- Page: https://influtics.com/tools/campaign-roi