VIDEO CAMPAIGN ROI CALCULATOR
What could a video
campaign return?
Estimate enquiries, new customers and the return after production and campaign costs. Change the example numbers to match your business.
The starting values are an illustrative scenario, not a price quote or a performance forecast.
Estimated net gain
€1,500Estimated gross profit from new customers, minus video and campaign costsScenario based on your inputs. Customers are expected values, not guaranteed sales. Video views alone cannot establish attribution.
How the estimate is calculated
- Views → enquiries30,000 views × 0.1% = 30 enquiries
- Enquiries → customers30 enquiries × 10% = 3 customers
- Customers → return3 customers × €2,000 revenue × 50% margin − €1,500 cost = €1,500 net gain
ROI is net gain ÷ total campaign cost. Break-even customers is campaign cost ÷ gross profit per customer, rounded up to a whole customer. When cost is €0, ROI is undefined. These figures model a possible direct-sales outcome and do not measure awareness or prove that the video caused every sale.
WHAT TO MEASURE
Views are the starting point.
The 0.1% view-to-enquiry and 10% enquiry-to-customer starting rates above are planning examples, not platform averages. We could not find a reliable cross-platform benchmark for either step. Use your own enquiries and sales data when available. A viral view count can include repeat plays and people outside your buying audience.
What published averages can tell you
Metricool’s 2026 short-form study found TikTok videos averaged more than 32,000 views in its sample, about 46% more than Instagram Reels. Its average changes with account size and says nothing about enquiries. Unbounce’s 2024 study found a 6.6% median conversion rate across landing-page visits, while HubSpot’s 2026 review cites about 20% as a broad sales close-rate reference from its 2024 survey. A page visit is not a video view, and a qualified opportunity is not every enquiry. These figures should not be multiplied into a video forecast.
What to check on each platform
Compare views with watch time, reach and meaningful actions such as profile visits, DMs or tracked site visits. Replays and discovery traffic can widen the gap between views and buyers.
Meta on Reels insights ↗Check which view metric you use: 2-second plays, 6-second focused views and 15-second focused views describe different exposure. Track destination clicks and leads separately.
TikTok view definitions ↗For long videos, look at impressions, thumbnail click-through rate, watch time and the tagged link or conversion action. Shorts views are a different context from a search-driven video.
YouTube on impressions and CTR ↗Video starts, qualified video views and link clicks are separate counts. Use link clicks and site conversion events for a sales estimate, rather than all post clicks.
X metric definitions ↗Compare ad exposure with website visits, lead events and purchases. Its click-through and view-through attribution windows can credit the same campaign differently from your own analytics.
Reddit attribution guide ↗For cinema, public screens and connected TV
Use a separate reach estimate. Cinema starts with admissions to showings where the ad actually ran; digital out-of-home screens need validated opportunities to see the ad during its slot; connected TV may count several people watching one screen. Ask the media owner for reach, frequency and its audience method. Compare total production and placement cost per 1,000 estimated exposures. Sales ROI needs a measured or defensible incremental sales estimate, not a social-video view rate.
Finnkino Media ↗ · IAB public-screen measurement ↗ · Google on connected-TV co-viewing ↗
Sources checked September 2026. Platform reports describe different denominators and attribution rules. Track the campaign with tagged links and your sales records; do not treat this estimate as measured incremental sales.
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