Campaign ROI Calculator
Calculates return on investment for individual marketing campaigns by comparing spend against attributed revenue. Computes ROI percentage, ROAS, and ranks campaigns by profitability so you can reallocate budget toward what works.
Marketing - Campaign ROI Calculator.xlsx
Excel (.xlsx) — No macros — Works in Excel, Google Sheets, LibreOffice
What This Spreadsheet Solves
- Cannot determine which campaigns generate profit vs. waste budget
- No consistent way to compare ROI across different campaign types
- Difficulty calculating ROAS when spend is spread across multiple line items
- Unclear whether a campaign's revenue justifies its cost
- No historical ROI trend to guide future budget decisions
Who This Is For
- Marketing managers overseeing multiple concurrent campaigns
- Performance marketers optimizing paid channels
- CMOs reviewing quarterly marketing spend
- Agency account managers reporting results to clients
Inputs
- textCampaign Name
- $Total Campaign Spend
- $Attributed Revenue
- #Number of Conversions
- dateCampaign Start Date
- dateCampaign End Date
Outputs
- ROI percentage per campaign
- ROAS (Return on Ad Spend) ratio
- Cost per conversion
- Net profit per campaign
- Campaign ranking by ROI
- Aggregate ROI across all campaigns
How Calculations Work
ROI is calculated as (Revenue - Spend) / Spend * 100. ROAS is Revenue / Spend. Each campaign row is independently scored and then ranked from highest to lowest ROI. The summary sheet aggregates totals so you can see blended performance alongside individual results.
Example Use Case
Scenario: A SaaS company runs three campaigns: Google Ads ($8,000 spend, $28,000 revenue), LinkedIn Ads ($5,000 spend, $9,000 revenue), and a webinar series ($3,000 spend, $12,000 revenue).
Result: Google Ads ROI: 250%, ROAS: 3.5x. LinkedIn Ads ROI: 80%, ROAS: 1.8x. Webinar ROI: 300%, ROAS: 4.0x. The webinar ranks #1, suggesting more budget should shift to event-based marketing.
What You Get — 5 Sheets
Technical Details
Frequently Asked Questions
How do I attribute revenue to a specific campaign?
Enter the revenue your analytics platform attributes to each campaign. If you lack attribution data, use last-click revenue from your CRM or ad platform.
Can I include organic campaigns with zero spend?
Yes, but ROI will be undefined for zero-spend rows. The sheet flags these separately so they do not distort averages.
What is the difference between ROI and ROAS?
ROI measures net profit as a percentage of spend. ROAS measures gross revenue per dollar spent. A ROAS of 3x means $3 revenue per $1 spent; the ROI equivalent is 200%.
Does this account for indirect costs like staff time?
Not by default. Add staff cost to the spend column if you want fully loaded ROI. The CONFIG sheet has a toggle to include overhead allocation.
How far back should I enter campaign data?
Enter at least 3-6 months of data to identify trends. The date fields let you filter to any range on the OUTPUT sheet.
Download Campaign ROI Calculator
Ready to use immediately. Enter your data in the INPUT sheet, see results in OUTPUT.