Free website ROI calculator
Measure realized return from attributed gross profit, cost savings, and complete website costs for one period.
Your measurement period
Every revenue, saving, and cost must cover the same dates.
Use revenue you can reasonably connect to the website during this period.
Include measured savings such as fewer intake hours or support tasks. Leave blank if none.
Include the share of strategy, design, build, content, migration, and internal time assigned to this period.
Enter the total for the selected period, including hosting, software, maintenance, content, and promotion.
This removes delivery costs from attributed revenue. Add it when revenue is greater than 0.
Simple math. Strict inputs.
- 1
Turn revenue into gross profit
Attributed gross profit equals website-attributed revenue multiplied by gross margin. This avoids treating every dollar of sales as profit.
- 2
Add realized savings
Count savings that happened during the period, such as fewer intake hours or support tasks. Do not count hoped-for savings.
- 3
Add complete website costs
Combine one-time costs assigned to the period with hosting, software, maintenance, content, promotion, and internal time.
- 4
Compare benefit with cost
ROI equals total benefit minus total cost, divided by total cost. The return multiple shows total benefit divided by total cost.
How a 12-month result fits together
Attributed revenue
$100,000
Gross margin
40%
Attributed gross profit
$40,000
Realized savings
$5,000
Total website cost
$25,000
Net return
$20,000
Website ROI
80%
Benefit-cost multiple
1.80×
The example only demonstrates the formula. It is not a benchmark or a promise. Replace every amount and the margin with your own records.
The output is only as good as the records behind it
Attribution can over-credit the website
A recorded website touch does not prove the website caused the entire sale. Write down the attribution rule you used.
Mixed periods break the comparison
Do not compare annual revenue with one month of hosting or a build cost from a different decision window.
Revenue is not profit
Gross margin removes the direct cost of fulfilling the sale. Use contribution profit instead when that is the decision standard.
Forecasts belong elsewhere
Possible traffic and conversion gains are assumptions, not realized return. Model them in the improvement calculator.
Questions about website ROI
What counts as website-attributed revenue?
Use revenue you can reasonably connect to website activity during the selected period. Keep the attribution method consistent and do not credit the website for sales that would probably have happened without it.
Why does the calculator ask for gross margin?
Top-line revenue ignores the cost of delivering the sale. Gross margin turns attributed revenue into attributed gross profit before comparing it with the website investment.
Which website costs should I include?
Include the costs assigned to the same period as the return. These can include strategy, design, development, migration, content, hosting, software, maintenance, promotion, and internal staff time.
What is a good website ROI?
There is no universal benchmark. Compare the result with your own required return, alternative uses of the money, and repeated periods that use the same definitions.
Can I use this calculator to forecast a redesign?
No. This calculator measures realized return from recorded benefits and costs. Use the Website Improvement ROI Calculator to model possible traffic or conversion changes.
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Need to find what is holding the page back?
ROI tells you whether the recorded return covered the recorded cost. A one-page audit looks for the copy, UX, conversion, mobile, performance, and on-page SEO issues behind the result.
Submit one public URL. No site crawl or Search Console access required.