Connected TV Incremental ROI Calculator

Bridge media dashboards with finance expectations by translating connected TV performance into dollars. Enter monthly spend, incremental orders, and average order value to surface incremental revenue, gross profit, ROI, break-even order requirements, and how quickly the campaign repays its budget over the attribution window.

Include media, data, and platform fees tied to the campaign.
Use lift-based attribution or matched-market studies to isolate incremental conversions.
Net revenue per order after cancellations and returns.
Defaults to 60%. Update to reflect contribution margin on incremental orders.
Defaults to 4 weeks when blank to mirror a typical connected TV lookback window.

Results assume incremental orders and margins are measured accurately. Validate attribution methodology and contribution margin inputs with your finance partner before scaling spend.

Examples

  • $120,000 spend, 380 incremental orders, $210 AOV, 62% margin, 6-week window ⇒ Incremental revenue: $79,800.00 USD/month • Gross profit at 62.00% margin: $49,476.00 USD/month • Cost per incremental order: $315.79 USD • ROI: -58.77% • Net monthly impact: -$70,524.00 USD (loss) • Orders needed to break even: 921.66 • Average weekly gross profit across a 6-week attribution window: $8,246.00 USD • Payback speed: 14.55 weeks to recover spend at current performance
  • $65,000 spend, 420 incremental orders, $265 AOV, margin blank (defaults to 60%), window blank (defaults to 4) ⇒ Incremental revenue: $111,300.00 USD/month • Gross profit at 60.00% margin: $66,780.00 USD/month • Cost per incremental order: $154.76 USD • ROI: 2.74% • Net monthly impact: $1,780.00 USD (gain) • Orders needed to break even: 408.81 • Average weekly gross profit across a 4-week attribution window: $16,695.00 USD • Payback speed: 3.89 weeks to recover spend at current performance

FAQ

Can I include view-through conversions?

Yes—enter the incremental orders after your attribution model deduplicates view-through and click-through actions so only net-new conversions are counted.

How do I show range-bound performance?

Run the calculator with conservative, expected, and aggressive order lifts. Present the ROI spread to communicate risk tolerance to stakeholders.

Does the calculator account for halo to other channels?

It focuses on direct incremental orders. Add halo effects manually by increasing the incremental order count if your econometric model supports it.

What margin should I use?

Use contribution margin per order after variable fulfillment, payment processing, and support costs. That keeps ROI aligned with finance dashboards.

Additional Information

  • ROI is calculated on contribution margin, helping growth teams speak the same language as finance when defending media budgets.
  • Break-even orders divide monthly spend by margin dollars per order so you can back into the conversion lift required for profitability.
  • The payback metric scales the attribution window to show how many weeks it takes for margin to cover the spend given current performance.

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