| name | roi-calculator |
| description | Calculate and project ROI for an influencer campaign. Use when building business cases, forecasting returns, comparing campaign scenarios, or justifying budgets to stakeholders. |
Influencer Campaign ROI Calculator
Calculate ROI for: $ARGUMENTS
ROI Analysis
Campaign Investment
| Cost category | Amount | Notes |
|---|
| Creator fees (total) | $ | |
| Product / gifting value | $ | |
| Shipping & logistics | $ | |
| Paid amplification budget | $ | |
| Software / platform tools | $ | |
| Team time (internal hours × rate) | $ | |
| Agency fees (if applicable) | $ | |
| Content licensing / usage rights | $ | |
| TOTAL INVESTMENT | $ | |
Direct Revenue Attribution
| Channel | Revenue | Attribution method |
|---|
| Promo code redemptions | $ | Direct |
| UTM-tracked purchases | $ | Last-click |
| Affiliate link sales | $ | Direct |
| Whitelisted ad conversions | $ | Platform pixel |
| Assisted conversions (view-through) | $ | Model-dependent |
| TOTAL ATTRIBUTED REVENUE | $ | |
Core ROI Metrics
$$\text{ROI} = \frac{\text{Revenue} - \text{Investment}}{\text{Investment}} \times 100$$
| Metric | Formula | Result |
|---|
| Gross ROI | (Revenue − Investment) / Investment × 100 | ___% |
| ROAS | Revenue / Ad Spend | ___× |
| Net profit | Revenue − Total Investment | $ |
| Break-even point | Investment / AOV | ___ orders needed |
| Payback period | Investment / (Daily attributed revenue) | ___ days |
Cost Efficiency Metrics
| Metric | Formula | Result | Benchmark |
|---|
| CPM (Cost Per Mille) | (Spend / Impressions) × 1000 | $ | $5-15 |
| CPE (Cost Per Engagement) | Spend / Engagements | $ | $0.10-1.00 |
| CPC (Cost Per Click) | Spend / Clicks | $ | $0.50-3.00 |
| CPA (Cost Per Acquisition) | Spend / Conversions | $ | Industry varies |
| CPV (Cost Per View) | Spend / Video Views | $ | $0.01-0.05 |
| Cost Per Creator | Total Spend / Creators | $ | |
Earned Media Value (EMV)
| Content type | Quantity | Equivalent ad value (each) | Total EMV |
|---|
| Instagram posts | | $ | $ |
| Instagram Stories | | $ | $ |
| Instagram Reels | | $ | $ |
| TikTok videos | | $ | $ |
| YouTube videos | | $ | $ |
| Twitter/X posts | | $ | $ |
| Blog posts | | $ | $ |
| UGC repurposed as ads | | $ | $ |
| TOTAL EMV | | | $ |
EMV multiplier: Total EMV / Total Investment = ___×
Halo Effects (Indirect Value)
Quantify or estimate indirect benefits:
| Halo effect | Estimated value | Measurement |
|---|
| Brand search lift | | Google Trends / branded search volume |
| Social follower growth | | New followers × LTV of follower |
| Website traffic uplift | | Sessions increase × avg session value |
| Email / SMS signups | | Signups × email subscriber LTV |
| Organic mentions / WOM | | Volume × estimated reach value |
| Content library value | | # assets × cost to produce equivalent |
| TOTAL HALO VALUE | $ | |
Full-Picture ROI
| Component | Value |
|---|
| Direct revenue | $ |
| EMV | $ |
| Halo value (estimated) | $ |
| Total value generated | $ |
| Total investment | $ |
| Full-picture ROI | ___% |
Scenario Comparison
| Scenario | Investment | Projected revenue | ROI | ROAS | Risk |
|---|
| Conservative | $ | $ | % | × | Low |
| Base case | $ | $ | % | × | Medium |
| Optimistic | $ | $ | % | × | High |
Sensitivity Analysis
What if key variables change?
| Variable change | Impact on ROI |
|---|
| Creator fees +20% | ROI → ___% |
| Creator fees −20% | ROI → ___% |
| Conversion rate +50% | ROI → ___% |
| Conversion rate −50% | ROI → ___% |
| Paid boost budget doubled | ROI → ___% |
| Zero paid amplification | ROI → ___% |
Recommendation
Invest / Scale / Hold / Reduce / Cut — with rationale:
Comparison to Alternatives
| Channel | Typical CPA | Typical ROAS | This campaign |
|---|
| Influencer (this) | $ | × | ✅ |
| Paid social (Meta) | $ | × | |
| Google Ads (search) | $ | × | |
| TV / OOH | $ | × | |
| PR / earned | $ | × | |
