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Businessmarketing

Influencer Campaign ROI Calculator

Influencer campaign return through engagement, clicks and conversion. Follower count is the least important input, which is the opposite of how these deals are usually priced.

Also called: influencer marketing roi, creator campaign roi.

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%
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%
₹
Return on the fee
0.12

0.12x on a fee of 1,50,000: 8 orders worth ₹17,600. That is ₹19 per engagement and ₹18,750 per order.

Revenue
₹17,600
Net
-₹1,32,400
Engagements
8,000
Orders
8
Cost per engagement
₹19
Cost per order
₹18,750
Effective cost per thousand followers
₹600
How this is calculated
Method and background

How this is calculated

Followers pass through engagement, then clicks, then conversion. Because those multiply, a small account with genuine engagement routinely outperforms a large one bought on reach, and paying by follower count prices the wrong thing. Cost per engagement is the comparable figure across creators of different sizes.

follower count matters far less than the three rates it passes through
F
Followers

Worked examples

Each of these is asserted on every build. If a change to the engine ever moved one of these answers, the build would fail before the page could print it.

a mid-tier creator

Fee paid
₹1,50,000
Followers
2,50,000
Engagement rate
3.2%
Click through of engaged users
4%
Conversion rate of clicks
2.5%
Average order value
₹2,200

Return on the fee0.12

250,000 x 3.2% x 4% x 2.5%

Open this example

a free collaboration has no fee to recover

Fee paid
₹1
Followers
2,50,000
Engagement rate
3.2%
Click through of engaged users
4%
Conversion rate of clicks
2.5%
Average order value
₹2,200

Return on the fee17,600

boundary

Open this example

Method and limits

What it assumes

  • A single post, with no residual effect.

What it deliberately does not model

  • Brand lift and awareness are real and not captured by a direct-response calculation.
  • Engagement rates are easily inflated, and follower counts more so.

Formula version 1.0.0 · definition 1.0.0 · India · Report a problem with this calculator

Frequently asked questions

Are large accounts better value?
Usually not. Engagement rate tends to fall as accounts grow, and the fee rises with followers, so cost per engagement often gets worse.