Marketing ROI Calculator
Estimate leads, customers, revenue and return from a monthly marketing budget.
Examples only, to show how the maths works. Replace every field with your own numbers.
Return on marketing spend (after margin)
How to use it
Enter your budget and funnel rates. The calculator multiplies through the funnel: visits become leads, leads become customers, customers become revenue. The return figure is calculated on gross margin, not revenue, because margin is what pays for marketing.
How this marketing ROI calculator works
It follows your funnel one step at a time. Budget divided by cost per visit gives visits. Visits times your lead rate gives leads. Leads times your close rate gives customers. Customers times average value gives revenue.
Return is worked out on gross profit, not revenue: (revenue × margin − budget) ÷ budget. Margin is what actually pays for marketing, so this gives a more honest answer than revenue-based ROI.
Monthly ROI vs lifetime ROI
Enter one month of budget to get a monthly ROI. If customers buy again, enter their lifetime value instead of a first purchase to see the long-term return. A campaign can look flat in month one and still pay back well once repeat business is counted.
Dental marketing ROI
For a dental marketing ROI calculation, use the value of a new patient over the first year, including hygiene visits and accepted treatment, not just the first appointment. Use your real lead-to-booked rate from your front desk or practice software. Small changes in that rate move the result more than small changes in cost per click.
Content marketing ROI
For content marketing, enter your monthly content spend as the budget. For cost per visit, divide that spend by the monthly visits your articles bring in, which you can find in Google Search Console or GA4. Content keeps attracting visits after the month you pay for it, so a three-month or six-month view is fairer than a single month.
Where to get your numbers
- Cost per visit: your ad platform, or content spend divided by organic visits.
- Visitor-to-lead rate: GA4 key events (calls, forms, bookings) divided by sessions.
- Lead-to-customer rate: your CRM, booking system or call log.
- Customer value and margin: your accounts.
Frequently asked questions
How do you calculate marketing ROI?
Take the gross profit a campaign produced, subtract what you spent, and divide by what you spent. This calculator gets gross profit from your revenue and margin, so the result reflects money you actually keep.
What is a good marketing ROI?
It depends on your margins, how long customers stay and how fast you need payback. Any positive return on gross profit means the campaign pays for itself. Compare channels with the same method rather than chasing a single benchmark.
Can I use this as a dental marketing ROI calculator?
Yes. Click the dental example, then replace the inputs with your practice's figures. Use first-year patient value as the customer value and your real booked-appointment rate as the close rate.
Does the calculator save my numbers?
No. Everything is calculated in your browser and nothing is sent or stored.
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