roi-calculator

name	roi-calculator
description	Calculates influencer marketing ROI using multiple methodologies including direct attribution, earned media value, and lifetime value. Helps prove and communicate campaign value.

ROI Calculator

This skill helps you calculate and communicate the return on investment for influencer marketing campaigns using various methodologies appropriate for your goals and available data.

When to Use This Skill

• Measuring campaign return on investment
• Justifying influencer marketing budgets
• Comparing ROI across different campaigns
• Evaluating individual influencer value
• Creating executive-level ROI reports
• Setting ROI benchmarks and targets

What This Skill Does

1. Direct ROI Calculation: Revenue vs. spend analysis
2. EMV Calculation: Earned media value estimation
3. Attribution Modeling: Multi-touch attribution analysis
4. LTV Impact: Lifetime value considerations
5. Comparative Analysis: ROI benchmarking
6. ROI Storytelling: Communicating value to stakeholders

How to Use

Calculate Campaign ROI

Calculate ROI for our influencer campaign: [spend] budget, [results]

Compare ROI Methods

What's the ROI of our campaign using different calculation methods?

Project ROI

Project ROI for a $[X] influencer campaign targeting [audience]

Instructions

When a user requests ROI calculation:

1. Gather ROI Inputs

   ### ROI Calculation Inputs
   
   **Campaign Details**:
   - Campaign: [name]
   - Duration: [dates]
   - Objective: [awareness/consideration/conversion]
   
   **Investment (Total Spend)**:
   | Category | Amount |
   |----------|--------|
   | Influencer fees | $[X] |
   | Product/Gifting | $[X] |
   | Production costs | $[X] |
   | Paid amplification | $[X] |
   | Agency/Tools | $[X] |
   | **Total Investment** | **$[X]** |
   
   **Results Data**:
   | Metric | Value |
   |--------|-------|
   | Total Reach | [X] |
   | Total Impressions | [X] |
   | Total Engagements | [X] |
   | Video Views | [X] |
   | Link Clicks | [X] |
   | Conversions/Sales | [X] |
   | Revenue | $[X] |
   | New Customers | [X] |
   

2. Calculate Direct ROI

   ## Direct ROI Calculation
   
   ### Simple ROI
   
   **Formula**: (Revenue - Investment) / Investment × 100
   
   

   Revenue: $[X] Investment: $[X] Profit: $[X]

   ROI = ($[Revenue] - $[Investment]) / $[Investment] × 100 ROI = [X]%

   
   ### Return on Ad Spend (ROAS)
   
   **Formula**: Revenue / Investment
   
   

   ROAS = $[Revenue] / $[Investment] ROAS = [X]:1

   Interpretation: For every $1 spent, generated $[X] in revenue

   
   ### Direct ROI Summary
   
   | Metric | Value | Benchmark | Status |
   |--------|-------|-----------|--------|
   | ROI % | [X]% | [X]% | ✅/❌ |
   | ROAS | [X]:1 | [X]:1 | ✅/❌ |
   | Profit | $[X] | - | |
   
   **Assessment**: [Profitable/Break-even/Loss]
   

3. Calculate Earned Media Value (EMV)

   ## Earned Media Value Calculation
   
   ### EMV Methodology
   
   EMV estimates the equivalent paid media cost to achieve the same results.
   
   ### Impression-Based EMV
   
   **Formula**: Impressions × Industry CPM / 1000
   
   | Platform | Impressions | CPM | EMV |
   |----------|-------------|-----|-----|
   | Instagram | [X] | $[X] | $[X] |
   | TikTok | [X] | $[X] | $[X] |
   | YouTube | [X] | $[X] | $[X] |
   | **Total** | **[X]** | - | **$[X]** |
   
   ### Engagement-Based EMV
   
   **Formula**: Engagements × Cost per Engagement
   
   | Engagement Type | Volume | CPE | EMV |
   |-----------------|--------|-----|-----|
   | Likes | [X] | $[X] | $[X] |
   | Comments | [X] | $[X] | $[X] |
   | Shares | [X] | $[X] | $[X] |
   | Saves | [X] | $[X] | $[X] |
   | Video Views | [X] | $[X] | $[X] |
   | **Total** | - | - | **$[X]** |
   
   ### Combined EMV
   
   | Method | Value |
   |--------|-------|
   | Impression EMV | $[X] |
   | Engagement EMV | $[X] |
   | **Average EMV** | **$[X]** |
   
   ### EMV ROI
   
   

   EMV Generated: $[X] Investment: $[X] EMV Multiple: [X]x

   For every $1 spent, earned $[X] in equivalent media value

   
   ### EMV Caveats
   
   ⚠️ **Note**: EMV is an estimate and varies by methodology. Use for directional comparison, not absolute measurement.
   

4. Calculate Cost Efficiency Metrics

   ## Cost Efficiency Analysis
   
   ### Cost Per Metrics
   
   | Metric | Formula | Result | Benchmark | Status |
   |--------|---------|--------|-----------|--------|
   | CPM | Spend ÷ (Impressions/1000) | $[X] | $[X] | ✅/❌ |
   | CPR (Reach) | Spend ÷ (Reach/1000) | $[X] | $[X] | ✅/❌ |
   | CPE | Spend ÷ Engagements | $[X] | $[X] | ✅/❌ |
   | CPV (Video) | Spend ÷ Views | $[X] | $[X] | ✅/❌ |
   | CPC | Spend ÷ Clicks | $[X] | $[X] | ✅/❌ |
   | CPA | Spend ÷ Acquisitions | $[X] | $[X] | ✅/❌ |
   | CAC | Total Spend ÷ New Customers | $[X] | $[X] | ✅/❌ |
   
   ### Efficiency Score
   
   | Rating | CPM Range | CPC Range | CPA Range |
   |--------|-----------|-----------|-----------|
   | Excellent | <$[X] | <$[X] | <$[X] |
   | Good | $[X]-$[X] | $[X]-$[X] | $[X]-$[X] |
   | Average | $[X]-$[X] | $[X]-$[X] | $[X]-$[X] |
   | Below Avg | $[X]-$[X] | $[X]-$[X] | $[X]-$[X] |
   | Poor | >$[X] | >$[X] | >$[X] |
   
   **Your Campaign**: [Rating]
   
   ### vs. Other Channels
   
   | Channel | CPA | vs. Influencer |
   |---------|-----|----------------|
   | Influencer Marketing | $[X] | - |
   | Paid Social | $[X] | [+/-X%] |
   | Paid Search | $[X] | [+/-X%] |
   | Display Ads | $[X] | [+/-X%] |
   | Email Marketing | $[X] | [+/-X%] |
   

5. Apply Attribution Modeling

   ## Attribution Analysis
   
   ### Attribution Methods
   
   | Method | Description | Result | Notes |
   |--------|-------------|--------|-------|
   | First Touch | All credit to first interaction | $[X] | Awareness focus |
   | Last Touch | All credit to last interaction | $[X] | Conversion focus |
   | Linear | Equal credit across touchpoints | $[X] | Balanced view |
   | Time Decay | More credit to recent touches | $[X] | Recency bias |
   | Position Based | 40/20/40 first/middle/last | $[X] | Common B2C model |
   
   ### Attributed Revenue by Model
   
   | Model | Attributed Revenue | ROI |
   |-------|-------------------|-----|
   | First Touch | $[X] | [X]% |
   | Last Touch | $[X] | [X]% |
   | Linear | $[X] | [X]% |
   | Time Decay | $[X] | [X]% |
   | Position Based | $[X] | [X]% |
   
   ### Recommended Model for Your Business
   
   **Recommended**: [Model]
   **Rationale**: [Why this model fits your customer journey]
   
   ### Multi-Touch Journey Example
   
   

   Customer Journey:

   Day 1: Sees @creator1 TikTok (Awareness) ─────┐ Day 3: Sees @creator2 Instagram Reel ─────────┤ Day 5: Clicks @creator1's link (Consideration)┼── Purchase Day 7 Day 7: Uses @creator2's code (Conversion) ────┘

   Attribution: Last Touch: 100% to @creator2 First Touch: 100% to @creator1 Linear: 50% each Position Based: 40% @creator1, 40% @creator2, 20% repeat exposure

6. Calculate Customer Lifetime Value Impact

   ## Lifetime Value Analysis
   
   ### New Customer Metrics
   
   | Metric | Influencer Acquired | Overall Average |
   |--------|--------------------|--------------------|
   | New customers | [X] | - |
   | First order AOV | $[X] | $[X] |
   | Repeat purchase rate | [%] | [%] |
   | Customer lifetime value | $[X] | $[X] |
   
   ### LTV-Based ROI
   
   **Formula**: (New Customers × Avg LTV) - Investment / Investment
   
   

   New Customers: [X] Average LTV: $[X] Total LTV: $[X] Investment: $[X]

   LTV-Based ROI = ($[X] - $[X]) / $[X] × 100 LTV-Based ROI = [X]%

   
   ### Short-term vs. Long-term View
   
   | Timeframe | Revenue | ROI |
   |-----------|---------|-----|
   | Immediate (this campaign) | $[X] | [X]% |
   | 6-month projected | $[X] | [X]% |
   | 12-month projected | $[X] | [X]% |
   | Lifetime projected | $[X] | [X]% |
   
   ### Customer Quality Indicators
   
   | Indicator | Influencer-Acquired | Organic | Paid Ads |
   |-----------|--------------------|---------| ---------|
   | AOV | $[X] | $[X] | $[X] |
   | Return rate | [%] | [%] | [%] |
   | Repeat rate | [%] | [%] | [%] |
   | NPS/Satisfaction | [X] | [X] | [X] |
   

7. Calculate By-Influencer ROI

   ## Influencer-Level ROI
   
   ### Individual Influencer Performance
   
   | Influencer | Investment | Revenue | ROI | ROAS | Rank |
   |------------|------------|---------|-----|------|------|
   | @[handle1] | $[X] | $[X] | [X]% | [X]:1 | 1 |
   | @[handle2] | $[X] | $[X] | [X]% | [X]:1 | 2 |
   | @[handle3] | $[X] | $[X] | [X]% | [X]:1 | 3 |
   | @[handle4] | $[X] | $[X] | [X]% | [X]:1 | 4 |
   | @[handle5] | $[X] | $[X] | [X]% | [X]:1 | 5 |
   
   ### ROI Distribution
   
   

   Influencer ROI Distribution:

   @handle1 |████████████████████| 320% @handle2 |██████████████ | 180% @handle3 |████████████ | 150% @handle4 |██████ | 75% @handle5 |████ | 45%

   Campaign Average: 180%

   
   ### Investment Efficiency
   
   | Influencer | % of Budget | % of Revenue | Efficiency |
   |------------|-------------|--------------|------------|
   | @[handle1] | [%] | [%] | [X]x |
   | @[handle2] | [%] | [%] | [X]x |
   
   ### ROI by Tier
   
   | Tier | Investment | Revenue | ROI | Avg ROAS |
   |------|------------|---------|-----|----------|
   | Macro | $[X] | $[X] | [%] | [X]:1 |
   | Micro | $[X] | $[X] | [%] | [X]:1 |
   | Nano | $[X] | $[X] | [%] | [X]:1 |
   

8. Generate ROI Report Summary

   # ROI Summary Report
   
   ## Campaign: [Name]
   ## Period: [Dates]
   
   ---
   
   ## Investment Summary
   
   | Category | Amount | % of Total |
   |----------|--------|------------|
   | Influencer Fees | $[X] | [%] |
   | Product/Gifts | $[X] | [%] |
   | Amplification | $[X] | [%] |
   | Other | $[X] | [%] |
   | **Total Investment** | **$[X]** | **100%** |
   
   ## Returns Summary
   
   | Return Type | Value |
   |-------------|-------|
   | Direct Revenue | $[X] |
   | Earned Media Value | $[X] |
   | New Customers | [X] |
   | Projected LTV | $[X] |
   
   ## ROI by Methodology
   
   | Methodology | ROI | Notes |
   |-------------|-----|-------|
   | Direct Revenue ROI | [X]% | Hard returns |
   | ROAS | [X]:1 | Revenue per dollar |
   | EMV Multiple | [X]x | Media value generated |
   | LTV-Based ROI | [X]% | Long-term value |
   
   ## Key Metrics
   
   | Metric | Result | Benchmark | Status |
   |--------|--------|-----------|--------|
   | CPM | $[X] | $[X] | ✅/❌ |
   | CPA | $[X] | $[X] | ✅/❌ |
   | ROAS | [X]:1 | [X]:1 | ✅/❌ |
   
   ## Bottom Line
   
   **Investment**: $[X]
   **Return**: $[X]
   **Net Profit**: $[X]
   **ROI**: [X]%
   
   **Assessment**: [Campaign was profitable/broke even/lost money]
   
   ## Recommendations
   
   1. [Key recommendation 1]
   2. [Key recommendation 2]
   3. [Key recommendation 3]
   
   ---
   
   *Report Generated: [Date]*
   

Example

User: "Calculate ROI for our influencer campaign: $25K spend, $72K revenue, 2.1M reach"

Output:

# ROI Calculation Summary

## Investment & Returns

| Item | Value |
|------|-------|
| Total Investment | $25,000 |
| Direct Revenue | $72,000 |
| Total Reach | 2,100,000 |

## ROI Results

### Direct ROI
- **Profit**: $47,000
- **ROI**: 188%
- **ROAS**: 2.88:1

For every $1 spent, you generated $2.88 in revenue.

### Earned Media Value
- **EMV** (at $8 CPM): $16,800
- **EMV Multiple**: 0.67x

### Cost Efficiency
- **CPM**: $11.90 (Good)
- **Est. CPA**: ~$54 (if 460 conversions)

## Assessment: ✅ Strong Performance

This campaign significantly outperformed the typical 2:1 ROAS benchmark for influencer marketing. Recommend increasing investment in similar campaigns.

Industry ROI Benchmarks

Industry	Avg ROAS	Good ROAS	Excellent ROAS
Beauty/Skincare	3:1	5:1	8:1
Fashion	2.5:1	4:1	6:1
Food & Beverage	2:1	3.5:1	5:1
Tech/Electronics	2:1	3:1	4:1
Health/Fitness	2.5:1	4:1	6:1

Related Skills

• performance-analyzer - Detailed performance data
• report-generator - Create full reports with ROI
• budget-optimizer - Use ROI to inform budgets
• campaign-planner - Set ROI targets for campaigns