Influencer ROI Calculator

This calculator estimates the return on an influencer marketing campaign by chaining together the funnel from follower count down to revenue: it assumes this calculator's estimate of roughly 30% of an influencer's followers see a given post (Estimated Reach), applies the entered Engagement Rate to reach to get Engagements, applies Click-Through Rate to engagements to get Clicks, applies Conversion Rate to clicks to get Conversions, and multiplies Conversions by Average Order Value to get Estimated Revenue. ROI then compares that revenue to the influencer's fee: ROI = ((Revenue - Influencer Fee) / Influencer Fee) x 100, so a 0% ROI means the campaign exactly broke even and a negative ROI means the fee wasn't recovered in attributed revenue. Because every stage of the funnel is a straight percentage multiplier applied to the stage before it, the four funnel inputs (followers, engagement rate, click-through rate, conversion rate) all compound multiplicatively into Revenue — doubling any single one of them, holding the others fixed, doubles Revenue exactly, since the funnel has no diminishing-returns or saturation terms built in. ROI does NOT double along with it, though: ROI is Revenue relative to a fixed fee, not Revenue itself, so doubling Revenue shifts ROI by a fixed dollar swing (the added revenue divided by the fee) rather than doubling the percentage — ROI only doubles in the special case where the original revenue already exceeded the fee by the same amount it's now increasing by.

Cost Per Engagement divides the flat influencer fee by Engagements, so it falls only as Followers or Engagement Rate rises; Cost Per Click divides the fee by Clicks, so it falls as those two AND Click-Through Rate rise; Cost Per Conversion divides the fee by Conversions, so it falls as all three of those AND Conversion Rate rise. None of the three unit costs depend on Average Order Value, which only affects Revenue and ROI. Earned Media Value is a separate, rough estimate — this calculator values engagements at a flat $0.10 each — meant to represent brand-awareness value beyond direct-attributed sales, not a component of the ROI calculation itself.