Which numbers should I start with?

Use the figures you already track, like monthly ad spend, average order value, and gross margin. If you do not know an exact number, use your best estimate—the tool updates instantly as you learn more.

Why do churn and retention matter?

Churn tells you how many customers stop buying each month. Lower churn means people stick around, which increases lifetime value. Seeing both churn and lifetime value helps you plan smarter budgets.

How can I compare different plans?

Try adjusting one or two numbers at a time, like raising budget or improving conversion rate, and watch how the scorecard changes. You can reset to the default settings or save your favorite mix of inputs separately.

Is this tool only for big teams?

No. Freelancers, startups, and agencies can all use it. The calculator is built to scale, but it still speaks in plain language and keeps the math transparent so anyone can make confident decisions.

What is incrementality (lift)?

Incrementality measures the causal impact of your marketing by comparing a group that saw your ads to a similar group that didn’t. The difference in outcomes is the ‘lift.’ A 12% lift means the ad-exposed group generated 12% more revenue (or conversions) than the control. In this tool, incremental revenue and incremental ROI estimate the extra value your spend created beyond what would have happened anyway.

What is retention economics?

Retention economics looks at how long customers stay and how much profit they contribute over time. Core pieces are ARPA/AOV (average revenue), gross margin, and monthly churn. A common shortcut is LTV ≈ (ARPA × Margin) ÷ Churn. Lower churn (better retention) increases LTV, shortens CAC payback, and improves the LTV:CAC ratio—letting you invest more aggressively with the same budget.

What are marketing levers?

Levers are the inputs you can adjust to move results. Examples include: budget/spend, conversion rate, AOV/ARPA, gross margin, churn/retention, targeting and audience quality, creative and messaging, channel mix, bidding and frequency caps, and landing page speed/UX. Use the sliders and fields here to test how one or two levers at a time change ROI, payback, and LTV:CAC.

Robbie's Marketing ROI Modeler

Model campaign profitability, incrementality, customer acquisition cost (CAC), and retention economics in seconds. Edit core assumptions to uncover the levers that matter most.

How to use

How to get started

You don't need a finance degree to explore your marketing performance. Use this tool like you would a planning worksheet—change the numbers to see what happens next.

1.
Add the latest figures you know—monthly spend, average order value, margin, or churn. Start with the defaults if you're unsure.
2.
Adjust any field to try out a campaign idea or a new mix of channels. Each input updates the model instantly.
3.
Review the scorecard on the right. It translates your numbers into ROI, payback, and customer metrics so you can spot strong and weak areas fast.
4.
Reset whenever you want to return to the baseline, or tweak again to compare scenarios before you share a plan.

Baseline economics

Campaign Inputs

Campaign nameCampaign spend ($)Total attributable revenue ($)Gross margin (%)Variable costs (optional, $)

Causal insight

Incrementality (Lift Test)

Test revenue ($)Control revenue ($)

Growth model

Acquisition & Retention

New customers acquiredARPA (monthly $)Gross margin (%)Monthly churn (%)

Questions & answers

Marketing ROI calculator FAQ

Get quick, plain-language answers so you can feel confident using this tool and sharing your findings.

Marketing return on investment compares how much money a campaign makes to how much it costs. If you spend $1,000 on ads and earn $4,000 in profit, your ROI is strong. This model helps you see that story in real time.

Results & Scorecard

Q1 2025 Campaign — Growth Snapshot

See ROI, incrementality, CAC, LTV, payback, and ratio benchmarks. Tune assumptions to pressure-test growth plans.

ROI110%

Break-even at 0%

Break-evenTarget 200%

Track how quickly every dollar you invest comes back. The gauge reacts instantly so you can spot when ROI drops below target or surges past plan.

Spend: $10,000
Profit: $11,000
Incremental ROI: 28%
LTV:CAC: 23.33

Revenue engine

Q1 2025 Campaign — Revenue Stack

Compare revenue, spend, contribution, and incremental lift in one glance. Adjust your assumptions to immediately rebalance the bars.

Revenue$30,000

Spend$10,000

Contribution$30,000

Incremental lift$4,000

Cashflow runway

Q1 2025 Campaign — Payback Timeline

Drag across the curve to see when marketing spend turns profitable and how compounding retention affects runway.

Month 1-$15

CAC Payback1.43 months

On track

Monthly gross profit $35LTV:CAC 23.33 · 23.33 (exceptional — consider scaling)

Classic roi

Profit pulse

Revenue: $30,000
Gross margin: 70%
Estimated profit: $11,000
ROI: 110%
Contribution: $30,000

Incrementality

Causal lift

Incremental revenue: $4,000
Incremental ROI: 28%
Revenue lift vs. control: 33.33%

Acquisition

CAC & demand

New customers: 200
CAC: $50
ARPA (monthly): $50
Gross margin: 70%
Monthly churn: 3%

Lifetime value

Retention flywheel

LTV ≈ (ARPA × Margin) ÷ churn: $1,166.67
CAC payback (months): 1.43
LTV:CAC: 23.33
Health check: 23.33 (exceptional — consider scaling)

What is marketing ROI?