/en/calc/roi/ works Runs in the browser
Enter the numbers from the media plan—ROI and profit will appear on the right and stay visible while you edit the fields. Below the panel are four sections: a calculation breakdown, the break-even point, three scenarios for when the forecast misses, and a table for multiple channels with CSV export. Runs in the browser; nothing is sent to the server.
There is no “calculate” button: the result updates as you type and stays in view while you edit the fields. The breakdown, break-even point, scenarios, and channels are in sections below — there is not enough room for them in the panel.
Campaign ROI
—%
Further down the page, all calculated together with this panel: Calculation breakdown, Break-even point, Three scenarios, Channel comparison.
Numbers you do not need every second, but do need when ROI raises questions: what was entered, where the budget went, and how much revenue each ruble invested generated. Recalculated with the panel.
The original numbers are repeated line by line, so the calculation is readable both in print and in copied text, where the form is no longer available.
Step-by-step funnel. Lead rows disappear when the “lead conversion rate” field is empty: there is nothing to calculate. Sales and revenue are shown in the panel above.
Three views of the same money. ROAS shows how much revenue each ruble invested generated, while the ad spend ratio shows what share of revenue was consumed by advertising.
The thresholds beyond which a campaign stops paying for itself. How far away they are is shown by the “margin to zero” row in the panel above.
Current — Need at least —
The marker on the scale is the break-even point; the bar shows the overall conversion from the fields. If the bar extends past the marker, the campaign is profitable.
Each row answers the question, “What if only this changes?” All other values stay as entered.
A media plan almost never works out exactly as forecast. Here, conversion and CPC shift 20% in both directions, showing whether the campaign can withstand a forecast error.
| Scenario | Click → payment conversion | CPC | Sales | Revenue | Profit | ROI |
|---|
Pessimistic: conversion is 20% lower and CPC is 20% higher. Optimistic is the reverse.
A separate table for a media plan with multiple sources. Edit the numbers directly in the cells; the totals update instantly. The “use calculation” button transfers the values from the panel above.
| Channel | Budget | CPC | CR, % | Revenue per sale | Sales | Profit | ROI | CPA | Action |
|---|---|---|---|---|---|---|---|---|---|
| Total | — | — | — | — | — | — | — | — |
The channel budget is the full cost for that channel, including fees and production. Conversion here is the overall click → payment rate.
Take the budget and CPC from the ad account forecast: it already accounts for competition in your niche. In the “ad spend” field, enter only the amount that goes into the ad account.
Enter the agency commission and production costs in their own fields instead of adding them to the budget. This way, clicks are calculated from the actual ad spend, while ROI is calculated from the campaign’s total cost.
Split the funnel into two steps: website-to-lead conversion and sales-team lead-to-payment conversion. More than half is usually lost between a lead and payment, and one number does not show that loss. If you calculate straight through to payment, leave the first field empty.
Enter margin, not average order value, as revenue per sale. Otherwise, ROI will be overstated by the full cost of goods.
Edit the fields and watch the panel on the right: ROI, profit, and margin to break-even stay visible and change in real time. The margin shows how many times conversion can decline before the campaign becomes unprofitable.
For more detail, use the sections below the panel: “calculation breakdown” covers clicks, leads, CPL, CPA, and ROAS; “break-even point” covers the thresholds and scale; “three scenarios” shows the same campaign when the forecast misses by one-fifth.
Enter the profit you need, and the “break-even point” section will show which conversion rate, CPC, or budget produces it. This is the reverse of the same calculation.
Combine multiple sources in the channel table below, sort by ROI, and export a CSV. You can attach it to an email or open it in Excel.
ROI = (Revenue − Cost) ÷ Cost × 100%, Cost = Ad spend × (1 + Commission) + Production
ROMI is the same as ROI here: the campaign cost contains nothing but marketing. They can differ only when the investment also includes the cost of producing the product. ROAS and DRR use the same revenue as ROI—that is, margin if margin is entered in the field. The figures will be stricter than the usual figures calculated from revenue, and that is intentional: revenue does not pay the bills.
The input data is the same as the default field values: you can calculate it mentally and confirm that the tool is telling the truth.
Cost: 250,000 × 1.15 + 12,500 = ₽300,000.
Clicks: 250,000 ÷ 50 = 5,000.
Leads: 5,000 × 4% = 200, so CPL = 300,000 ÷ 200 = ₽1,500.
Sales: 200 × 25% = 50, so CPA = 300,000 ÷ 50 = ₽6,000.
End-to-end click → payment conversion: 4% × 25% = 1%.
Revenue: 50 × 12,000 = ₽600,000. Profit: 600,000 − 300,000 = ₽300,000.
Break-even: conversion from 0.5%, CPC up to ₽100, revenue per sale from ₽6,000, 25 sales.
ROI = 300,000 ÷ 300,000 × 100% = 100%, ROAS = 2, DRR = 50%. The margin to break-even is twofold: conversion can fall by half and CPC can double before the campaign stops generating profit.
Put only the ad spend in the budget; enter the percentage in the “agency commission” field. Previously, this was left to mental arithmetic, which caused an error: clicks must be calculated from the money that actually went into the ad account, while ROI must be calculated from the campaign’s total cost. If you combine everything in one field, the click count will be higher than it really is.
Because they lose money in two different places, and different people are responsible for fixing them. Website-to-lead conversion is the responsibility of the landing page and advertising; lead-to-payment conversion is the responsibility of the sales team. One number does not show where to look. If you have end-to-end analytics through payment and do not need to split them, leave the first field empty: the calculator will calculate as before, from click straight to sale.
In the “calculation breakdown” section below the panel—that is also where the input numbers are repeated. The panel itself keeps only the lines worth keeping visible: ROI, profit, revenue, cost, sales, and margin to break-even. Otherwise, the panel would grow taller than the screen and stop following the scroll—which is exactly what it is designed to do.
A number means nothing without a time frame and scale. 200% on a ₽50,000 budget means ₽100,000 in profit, which is not enough to live on. Compare channels in the table below and look at the margin to break-even: a campaign with 40% ROI and twice the margin is more reliable than one with 300% ROI and a ten-percent margin.
By the direction of the calculation. ROAS is revenue per unit of spend; ROI and ROMI are the same, minus the investment; DRR is the inverse of ROAS—the share of advertising spend in revenue. ROAS 2 means 100% ROI and 50% DRR: it is the same campaign. A separate calculator for this pair is at /calc/drr-roas/.
That cannot happen: if the maximum CPC is higher than the current CPC, the campaign is profitable. The reverse can happen: a click may be within the acceptable range while conversion is below the break-even level. In that case, look at “break-even conversion” and “margin to break-even”—both are calculated from the same spend.
The “share calculation” button in the panel puts all the numbers into the page URL: copy it and send it, and your colleague will open exactly your version. The “download CSV” button below the form provides a file for Excel and Google Sheets; “print version” prepares a sheet with the input numbers and result side by side. The channel table has its own separate export button.
No, and that is intentional. The switch changes only the sign in the fields and rows: currency rates are separate, while a media plan is calculated in one currency. If you need a conversion, convert the numbers first, then set the sign.
Because there is no need: the calculation takes microseconds, while media plan figures are commercially confidential. Nothing is sent anywhere. You can verify this in the developer tools: after loading, the page makes no requests at all.