Win-Back Campaign ROI Calculator

How it is calculated

The tool takes the revenue you can credit to reactivated customers and the total cost of the campaign, and returns net = revenue recovered - campaign cost and ROI = (revenue recovered - campaign cost) / campaign cost × 100. Both inputs are amounts in the same currency (the symbol shown is the dollar). ROI is net gain per unit spent: 100% means the campaign earned back its cost once more on top, 0% is break-even, and a negative ROI means it lost money; with zero recovered revenue the result is -100%. Revenue may be zero but not negative, and the cost must be above zero, otherwise there is no result. The tool works with revenue, not profit: it does not subtract the cost of the goods or service you delivered, so a thin-margin campaign can look better here than it really is.

Common mistakes

• Counting all sales from the targeted customers as recovered revenue. Some would have bought anyway, so only purchases attributable to the campaign belong in the revenue field (compare with a held-out group where possible).
• Leaving part of the cost out, such as discounts given, platform fees or staff time. A low cost inflates ROI.
• Using revenue where profit is needed. At a 30% gross margin, 18500 of revenue is only about 5550 of gross profit, which makes this campaign far less impressive.
• Confusing ROI with ROAS. ROAS is revenue divided by cost (4.40 here), whereas ROI subtracts the cost first (3.40, or 340.48%).
• Ignoring the time window: revenue that arrives months later should be set against the cost of the same measured period.