ROI Calculator
This skill helps you calculate and communicate the return on investment for influencer marketing campaigns using various methodologies appropriate for your goals and available data.
Quick Start
Shortest invocation:
Calculate ROI for our influencer campaign: $25K spend, $72K revenue, 2.1M reach
Common scenario — compare methods before reporting:
What's the ROI of our campaign using direct revenue, EMV, and LTV-based methods?
Skill Contract
- Reads: campaign spend breakdown, results data (reach, impressions, engagements, clicks, conversions, revenue, new customers), AOV and repeat-rate data if LTV is in scope, any prior performance output from
performance-analyzer.
- Writes: ROI calculation file at
memory/influencer/roi-calculator/YYYY-MM-DD-<topic>.md containing direct ROI/ROAS, EMV, cost-efficiency metrics, attribution-modeled revenue, LTV-based ROI, by-influencer ROI, and a summary report block.
- Promotes: durable headline numbers (final ROI %, ROAS, total investment, net profit, recommended attribution model) to
memory/hot-cache.md.
- Done when:
- At least one ROI methodology is computed with the inputs and formula shown.
- Each headline metric is stated against a benchmark with a pass/fail status.
- A bottom-line assessment (profitable / break-even / loss) and 1-3 recommendations are written.
- Primary next skill: report-generator
Handoff Summary
Emit the standard shape from skill-contract.md §Handoff Summary Format.
Data Sources
This family is Tier 1 — it works with no live integrations. Ask the user for spend and results data and compute everything from those inputs. Connectors below can pull the numbers automatically when available:
~~social platform analytics — reach, impressions, engagements, video views per platform for EMV and cost-per-metric math.~~ecommerce / analytics — revenue, conversions, link clicks, and AOV for direct ROI and attribution.~~CRM — new-customer counts, repeat-purchase rate, and lifetime value for LTV-based ROI.~~influencer database — per-influencer fees and tier data for by-influencer ROI.
With zero integrations, supply the investment and results tables by hand and the skill still produces every calculation. See CONNECTORS.md for the free/keyless recipe per category.
Instructions
When a user requests ROI calculation:
Gather ROI Inputs
### ROI Calculation Inputs
**Campaign Details**:
- Campaign: [name]
- Duration: [dates]
- Objective: [awareness/consideration/conversion]
**Investment (Total Spend)**:
| Category | Amount |
|----------|--------|
| Influencer fees | $[X] |
| Product/Gifting | $[X] |
| Production costs | $[X] |
| Paid amplification | $[X] |
| Agency/Tools | $[X] |
| **Total Investment** | **$[X]** |
**Results Data**:
| Metric | Value |
|--------|-------|
| Total Reach | [X] |
| Total Impressions | [X] |
| Total Engagements | [X] |
| Video Views | [X] |
| Link Clicks | [X] |
| Conversions/Sales | [X] |
| Revenue | $[X] |
| New Customers | [X] |
Calculate Direct ROI
## Direct ROI Calculation
### Simple ROI
**Formula**: (Revenue - Investment) / Investment × 100
Revenue: $[X]
Investment: $[X]
Profit: $[X]
ROI = ($[Revenue] - $[Investment]) / $[Investment] × 100
ROI = [X]%
### Return on Ad Spend (ROAS)
**Formula**: Revenue / Investment
ROAS = $[Revenue] / $[Investment]
ROAS = [X]:1
Interpretation: For every $1 spent, generated $[X] in revenue
### Direct ROI Summary
| Metric | Value | Benchmark | Status |
|--------|-------|-----------|--------|
| ROI % | [X]% | [X]% | ✅/❌ |
| ROAS | [X]:1 | [X]:1 | ✅/❌ |
| Profit | $[X] | - | |
**Assessment**: [Profitable/Break-even/Loss]
Calculate Earned Media Value (EMV)
## Earned Media Value Calculation
### EMV Methodology
EMV estimates the equivalent paid media cost to achieve the same results.
### Impression-Based EMV
**Formula**: Impressions × Industry CPM / 1000
| Platform | Impressions | CPM | EMV |
|----------|-------------|-----|-----|
| Instagram | [X] | $[X] | $[X] |
| TikTok | [X] | $[X] | $[X] |
| YouTube | [X] | $[X] | $[X] |
| **Total** | **[X]** | - | **$[X]** |
### Engagement-Based EMV
**Formula**: Engagements × Cost per Engagement
| Engagement Type | Volume | CPE | EMV |
|-----------------|--------|-----|-----|
| Likes | [X] | $[X] | $[X] |
| Comments | [X] | $[X] | $[X] |
| Shares | [X] | $[X] | $[X] |
| Saves | [X] | $[X] | $[X] |
| Video Views | [X] | $[X] | $[X] |
| **Total** | - | - | **$[X]** |
### Combined EMV
| Method | Value |
|--------|-------|
| Impression EMV | $[X] |
| Engagement EMV | $[X] |
| **Average EMV** | **$[X]** |
### EMV ROI
EMV Generated: $[X]
Investment: $[X]
EMV Multiple: [X]x
For every $1 spent, earned $[X] in equivalent media value
### EMV Caveats
⚠️ **Note**: EMV is an estimate and varies by methodology. Use for directional comparison, not absolute measurement.
Calculate Cost Efficiency Metrics
## Cost Efficiency Analysis
### Cost Per Metrics
| Metric | Formula | Result | Benchmark | Status |
|--------|---------|--------|-----------|--------|
| CPM | Spend ÷ (Impressions/1000) | $[X] | $[X] | ✅/❌ |
| CPR (Reach) | Spend ÷ (Reach/1000) | $[X] | $[X] | ✅/❌ |
| CPE | Spend ÷ Engagements | $[X] | $[X] | ✅/❌ |
| CPV (Video) | Spend ÷ Views | $[X] | $[X] | ✅/❌ |
| CPC | Spend ÷ Clicks | $[X] | $[X] | ✅/❌ |
| CPA | Spend ÷ Acquisitions | $[X] | $[X] | ✅/❌ |
| CAC | Total Spend ÷ New Customers | $[X] | $[X] | ✅/❌ |
### Efficiency Score
| Rating | CPM Range | CPC Range | CPA Range |
|--------|-----------|-----------|-----------|
| Excellent | <$[X] | <$[X] | <$[X] |
| Good | $[X]-$[X] | $[X]-$[X] | $[X]-$[X] |
| Average | $[X]-$[X] | $[X]-$[X] | $[X]-$[X] |
| Below Avg | $[X]-$[X] | $[X]-$[X] | $[X]-$[X] |
| Poor | >$[X] | >$[X] | >$[X] |
**Your Campaign**: [Rating]
### vs. Other Channels
| Channel | CPA | vs. Influencer |
|---------|-----|----------------|
| Influencer Marketing | $[X] | - |
| Paid Social | $[X] | [+/-X%] |
| Paid Search | $[X] | [+/-X%] |
| Display Ads | $[X] | [+/-X%] |
| Email Marketing | $[X] | [+/-X%] |
Apply Attribution Modeling
## Attribution Analysis
### Attribution Methods
| Method | Description | Result | Notes |
|--------|-------------|--------|-------|
| First Touch | All credit to first interaction | $[X] | Awareness focus |
| Last Touch | All credit to last interaction | $[X] | Conversion focus |
| Linear | Equal credit across touchpoints | $[X] | Balanced view |
| Time Decay | More credit to recent touches | $[X] | Recency bias |
| Position Based | 40/20/40 first/middle/last | $[X] | Common B2C model |
### Attributed Revenue by Model
| Model | Attributed Revenue | ROI |
|-------|-------------------|-----|
| First Touch | $[X] | [X]% |
| Last Touch | $[X] | [X]% |
| Linear | $[X] | [X]% |
| Time Decay | $[X] | [X]% |
| Position Based | $[X] | [X]% |
### Recommended Model for Your Business
**Recommended**: [Model]
**Rationale**: [Why this model fits your customer journey]
### Multi-Touch Journey Example
Customer Journey:
Day 1: Sees @creator1 TikTok (Awareness) ─────┐
Day 3: Sees @creator2 Instagram Reel ─────────┤
Day 5: Clicks @creator1's link (Consideration)┼── Purchase Day 7
Day 7: Uses @creator2's code (Conversion) ────┘
Attribution:
Last Touch: 100% to @creator2
First Touch: 100% to @creator1
Linear: 50% each
Position Based: 40% @creator1, 40% @creator2, 20% repeat exposure
Calculate Customer Lifetime Value Impact
## Lifetime Value Analysis
### New Customer Metrics
| Metric | Influencer Acquired | Overall Average |
|--------|--------------------|--------------------|
| New customers | [X] | - |
| First order AOV | $[X] | $[X] |
| Repeat purchase rate | [%] | [%] |
| Customer lifetime value | $[X] | $[X] |
### LTV-Based ROI
**Formula**: (New Customers × Avg LTV) - Investment / Investment
New Customers: [X]
Average LTV: $[X]
Total LTV: $[X]
Investment: $[X]
LTV-Based ROI = ($[X] - $[X]) / $[X] × 100
LTV-Based ROI = [X]%
### Short-term vs. Long-term View
| Timeframe | Revenue | ROI |
|-----------|---------|-----|
| Immediate (this campaign) | $[X] | [X]% |
| 6-month projected | $[X] | [X]% |
| 12-month projected | $[X] | [X]% |
| Lifetime projected | $[X] | [X]% |
### Customer Quality Indicators
| Indicator | Influencer-Acquired | Organic | Paid Ads |
|-----------|--------------------|---------| ---------|
| AOV | $[X] | $[X] | $[X] |
| Return rate | [%] | [%] | [%] |
| Repeat rate | [%] | [%] | [%] |
| NPS/Satisfaction | [X] | [X] | [X] |
Calculate By-Influencer ROI
## Influencer-Level ROI
### Individual Influencer Performance
| Influencer | Investment | Revenue | ROI | ROAS | Rank |
|------------|------------|---------|-----|------|------|
| @[handle1] | $[X] | $[X] | [X]% | [X]:1 | 1 |
| @[handle2] | $[X] | $[X] | [X]% | [X]:1 | 2 |
| @[handle3] | $[X] | $[X] | [X]% | [X]:1 | 3 |
| @[handle4] | $[X] | $[X] | [X]% | [X]:1 | 4 |
| @[handle5] | $[X] | $[X] | [X]% | [X]:1 | 5 |
### ROI Distribution
Influencer ROI Distribution:
@handle1 |████████████████████| 320%
@handle2 |██████████████ | 180%
@handle3 |████████████ | 150%
@handle4 |██████ | 75%
@handle5 |████ | 45%
Campaign Average: 180%
### Investment Efficiency
| Influencer | % of Budget | % of Revenue | Efficiency |
|------------|-------------|--------------|------------|
| @[handle1] | [%] | [%] | [X]x |
| @[handle2] | [%] | [%] | [X]x |
### ROI by Tier
| Tier | Investment | Revenue | ROI | Avg ROAS |
|------|------------|---------|-----|----------|
| Macro | $[X] | $[X] | [%] | [X]:1 |
| Micro | $[X] | $[X] | [%] | [X]:1 |
| Nano | $[X] | $[X] | [%] | [X]:1 |
Generate ROI Report Summary
# ROI Summary Report
## Campaign: [Name]
## Period: [Dates]
---
## Investment Summary
| Category | Amount | % of Total |
|----------|--------|------------|
| Influencer Fees | $[X] | [%] |
| Product/Gifts | $[X] | [%] |
| Amplification | $[X] | [%] |
| Other | $[X] | [%] |
| **Total Investment** | **$[X]** | **100%** |
## Returns Summary
| Return Type | Value |
|-------------|-------|
| Direct Revenue | $[X] |
| Earned Media Value | $[X] |
| New Customers | [X] |
| Projected LTV | $[X] |
## ROI by Methodology
| Methodology | ROI | Notes |
|-------------|-----|-------|
| Direct Revenue ROI | [X]% | Hard returns |
| ROAS | [X]:1 | Revenue per dollar |
| EMV Multiple | [X]x | Media value generated |
| LTV-Based ROI | [X]% | Long-term value |
## Key Metrics
| Metric | Result | Benchmark | Status |
|--------|--------|-----------|--------|
| CPM | $[X] | $[X] | ✅/❌ |
| CPA | $[X] | $[X] | ✅/❌ |
| ROAS | [X]:1 | [X]:1 | ✅/❌ |
## Bottom Line
**Investment**: $[X]
**Return**: $[X]
**Net Profit**: $[X]
**ROI**: [X]%
**Assessment**: [Campaign was profitable/broke even/lost money]
## Recommendations
1. [Key recommendation 1]
2. [Key recommendation 2]
3. [Key recommendation 3]
---
*Report Generated: [Date]*
Roll up into the C³ Campaign Value Index (CVI)
This skill emits the ROI scope score of C³ and the CVI rollup. Score ROI on the 0–100 rubric in c3/roi-campaign-benchmark.md (Return · Orchestration · Impact, each on Pass/Partial/Fail → scaled to 0–100). This 0–100 ROI score is not the financial ROI % from steps 1–8 — feed the rubric score into the formula, never the percentage (R1 simply consumes your ROI%/ROAS as one of its inputs). Then combine it with the Creator and Content scope scores — from fit-scorer (ACE) and content-reviewer (ART) — as a geometric mean:
CVI = ( ACE_avg × ART_avg × ROI )^(1/3)
ACE_avg is the budget-weighted mean of the campaign's creator ACE scores; ART_avg is the simple mean of its content ART scores (per scoring-architecture §8). Keep the three scope scores beside the CVI — the index ranks and alerts, the three scores diagnose. If ACE or ART is unavailable, emit the ROI score and mark CVI pending (needs ACE/ART) rather than guessing. A blocked scope (e.g. an ART T1/T2 veto on the content, or an ACE A2/C1/E2 veto on the creator) caps the rollup — surface it, don't average it away.
Example
User: "Calculate ROI for our influencer campaign: $25K spend, $72K revenue, 2.1M reach"
Output:
# ROI Calculation Summary
## Investment & Returns
| Item | Value |
|------|-------|
| Total Investment | $25,000 |
| Direct Revenue | $72,000 |
| Total Reach | 2,100,000 |
## ROI Results
### Direct ROI
- **Profit**: $47,000
- **ROI**: 188%
- **ROAS**: 2.88:1
For every $1 spent, you generated $2.88 in revenue.
### Earned Media Value
- **EMV** (at $8 CPM): $16,800
- **EMV Multiple**: 0.67x
### Cost Efficiency
- **CPM**: $11.90 (Good)
- **Est. CPA**: ~$54 (if 460 conversions)
## Assessment: ✅ Strong Performance
This campaign outperformed the typical 2:1 ROAS benchmark for influencer marketing. Recommend increasing investment in similar campaigns.
Industry ROI Benchmarks
| Industry |
Avg ROAS |
Good ROAS |
Excellent ROAS |
| Beauty/Skincare |
3:1 |
5:1 |
8:1 |
| Fashion |
2.5:1 |
4:1 |
6:1 |
| Food & Beverage |
2:1 |
3.5:1 |
5:1 |
| Tech/Electronics |
2:1 |
3:1 |
4:1 |
| Health/Fitness |
2.5:1 |
4:1 |
6:1 |
Reference Materials
Next Best Skill
Primary: report-generator — turn the ROI numbers into a stakeholder-ready report.
Alternates (same Track family):
- performance-analyzer — go back for deeper performance breakdowns if the ROI math exposed gaps.
- budget-optimizer — feed by-influencer and by-tier ROI into the next budget allocation.
Termination note: keep a visited-set of skills invoked this session. If the primary next skill was already run, stop and report the chain complete rather than re-invoking it. Stop after at most 3 hops in a single chain.
1---2name: roi-calculator-23description: Use when the user asks to "calculate influencer ROI", "prove campaign value", or "what was our ROAS"; produces direct ROI/ROAS, earned media value, attribution-modeled revenue, LTV-based ROI, and a stakeholder-ready summary. Not for building the full slide/written report — use report-generator.4license: Apache-2.05---6
7# ROI Calculator
8
9This skill helps you calculate and communicate the return on investment for influencer marketing campaigns using various methodologies appropriate for your goals and available data.
10
11## Quick Start
12
13Shortest invocation:
14
15```
16Calculate ROI for our influencer campaign: $25K spend, $72K revenue, 2.1M reach
17```
18
19Common scenario — compare methods before reporting:
20
21```
22What's the ROI of our campaign using direct revenue, EMV, and LTV-based methods?
23```
24
25## Skill Contract
26
27- **Reads**: campaign spend breakdown, results data (reach, impressions, engagements, clicks, conversions, revenue, new customers), AOV and repeat-rate data if LTV is in scope, any prior performance output from `performance-analyzer`.
28- **Writes**: ROI calculation file at `memory/influencer/roi-calculator/YYYY-MM-DD-<topic>.md` containing direct ROI/ROAS, EMV, cost-efficiency metrics, attribution-modeled revenue, LTV-based ROI, by-influencer ROI, and a summary report block.
29- **Promotes**: durable headline numbers (final ROI %, ROAS, total investment, net profit, recommended attribution model) to `memory/hot-cache.md`.
30- **Done when**:
31 1. At least one ROI methodology is computed with the inputs and formula shown.
32 2. Each headline metric is stated against a benchmark with a pass/fail status.
33 3. A bottom-line assessment (profitable / break-even / loss) and 1-3 recommendations are written.
34- **Primary next skill**: [report-generator](../../track/report-generator/SKILL.md)
35
36### Handoff Summary
37
38> Emit the standard shape from [skill-contract.md §Handoff Summary Format](../../references/skill-contract.md).
39
40## Data Sources
41
42This family is Tier 1 — it works with no live integrations. Ask the user for spend and results data and compute everything from those inputs. Connectors below can pull the numbers automatically when available:
43
44- `~~social platform analytics` — reach, impressions, engagements, video views per platform for EMV and cost-per-metric math.
45- `~~ecommerce / analytics` — revenue, conversions, link clicks, and AOV for direct ROI and attribution.
46- `~~CRM` — new-customer counts, repeat-purchase rate, and lifetime value for LTV-based ROI.
47- `~~influencer database` — per-influencer fees and tier data for by-influencer ROI.
48
49With zero integrations, supply the investment and results tables by hand and the skill still produces every calculation. See [CONNECTORS.md](../../CONNECTORS.md) for the free/keyless recipe per category.
50
51## Instructions
52
53When a user requests ROI calculation:
54
551. **Gather ROI Inputs**
56
57 ```markdown
58 ### ROI Calculation Inputs
59
60 **Campaign Details**:
61 - Campaign: [name]
62 - Duration: [dates]
63 - Objective: [awareness/consideration/conversion]
64
65 **Investment (Total Spend)**:
66 | Category | Amount |
67 |----------|--------|
68 | Influencer fees | $[X] |
69 | Product/Gifting | $[X] |
70 | Production costs | $[X] |
71 | Paid amplification | $[X] |
72 | Agency/Tools | $[X] |
73 | **Total Investment** | **$[X]** |
74
75 **Results Data**:
76 | Metric | Value |
77 |--------|-------|
78 | Total Reach | [X] |
79 | Total Impressions | [X] |
80 | Total Engagements | [X] |
81 | Video Views | [X] |
82 | Link Clicks | [X] |
83 | Conversions/Sales | [X] |
84 | Revenue | $[X] |
85 | New Customers | [X] |
86 ```
87
882. **Calculate Direct ROI**
89
90 ```markdown
91 ## Direct ROI Calculation
92
93 ### Simple ROI
94
95 **Formula**: (Revenue - Investment) / Investment × 100
96
97 ```
98 Revenue: $[X]
99 Investment: $[X]
100 Profit: $[X]
101
102 ROI = ($[Revenue] - $[Investment]) / $[Investment] × 100
103 ROI = [X]%
104 ```
105
106 ### Return on Ad Spend (ROAS)
107
108 **Formula**: Revenue / Investment
109
110 ```
111 ROAS = $[Revenue] / $[Investment]
112 ROAS = [X]:1
113
114 Interpretation: For every $1 spent, generated $[X] in revenue
115 ```
116
117 ### Direct ROI Summary
118
119 | Metric | Value | Benchmark | Status |
120 |--------|-------|-----------|--------|
121 | ROI % | [X]% | [X]% | ✅/❌ |
122 | ROAS | [X]:1 | [X]:1 | ✅/❌ |
123 | Profit | $[X] | - | |
124
125 **Assessment**: [Profitable/Break-even/Loss]
126 ```
127
1283. **Calculate Earned Media Value (EMV)**
129
130 ```markdown
131 ## Earned Media Value Calculation
132
133 ### EMV Methodology
134
135 EMV estimates the equivalent paid media cost to achieve the same results.
136
137 ### Impression-Based EMV
138
139 **Formula**: Impressions × Industry CPM / 1000
140
141 | Platform | Impressions | CPM | EMV |
142 |----------|-------------|-----|-----|
143 | Instagram | [X] | $[X] | $[X] |
144 | TikTok | [X] | $[X] | $[X] |
145 | YouTube | [X] | $[X] | $[X] |
146 | **Total** | **[X]** | - | **$[X]** |
147
148 ### Engagement-Based EMV
149
150 **Formula**: Engagements × Cost per Engagement
151
152 | Engagement Type | Volume | CPE | EMV |
153 |-----------------|--------|-----|-----|
154 | Likes | [X] | $[X] | $[X] |
155 | Comments | [X] | $[X] | $[X] |
156 | Shares | [X] | $[X] | $[X] |
157 | Saves | [X] | $[X] | $[X] |
158 | Video Views | [X] | $[X] | $[X] |
159 | **Total** | - | - | **$[X]** |
160
161 ### Combined EMV
162
163 | Method | Value |
164 |--------|-------|
165 | Impression EMV | $[X] |
166 | Engagement EMV | $[X] |
167 | **Average EMV** | **$[X]** |
168
169 ### EMV ROI
170
171 ```
172 EMV Generated: $[X]
173 Investment: $[X]
174 EMV Multiple: [X]x
175
176 For every $1 spent, earned $[X] in equivalent media value
177 ```
178
179 ### EMV Caveats
180
181 ⚠️ **Note**: EMV is an estimate and varies by methodology. Use for directional comparison, not absolute measurement.
182 ```
183
1844. **Calculate Cost Efficiency Metrics**
185
186 ```markdown
187 ## Cost Efficiency Analysis
188
189 ### Cost Per Metrics
190
191 | Metric | Formula | Result | Benchmark | Status |
192 |--------|---------|--------|-----------|--------|
193 | CPM | Spend ÷ (Impressions/1000) | $[X] | $[X] | ✅/❌ |
194 | CPR (Reach) | Spend ÷ (Reach/1000) | $[X] | $[X] | ✅/❌ |
195 | CPE | Spend ÷ Engagements | $[X] | $[X] | ✅/❌ |
196 | CPV (Video) | Spend ÷ Views | $[X] | $[X] | ✅/❌ |
197 | CPC | Spend ÷ Clicks | $[X] | $[X] | ✅/❌ |
198 | CPA | Spend ÷ Acquisitions | $[X] | $[X] | ✅/❌ |
199 | CAC | Total Spend ÷ New Customers | $[X] | $[X] | ✅/❌ |
200
201 ### Efficiency Score
202
203 | Rating | CPM Range | CPC Range | CPA Range |
204 |--------|-----------|-----------|-----------|
205 | Excellent | <$[X] | <$[X] | <$[X] |
206 | Good | $[X]-$[X] | $[X]-$[X] | $[X]-$[X] |
207 | Average | $[X]-$[X] | $[X]-$[X] | $[X]-$[X] |
208 | Below Avg | $[X]-$[X] | $[X]-$[X] | $[X]-$[X] |
209 | Poor | >$[X] | >$[X] | >$[X] |
210
211 **Your Campaign**: [Rating]
212
213 ### vs. Other Channels
214
215 | Channel | CPA | vs. Influencer |
216 |---------|-----|----------------|
217 | Influencer Marketing | $[X] | - |
218 | Paid Social | $[X] | [+/-X%] |
219 | Paid Search | $[X] | [+/-X%] |
220 | Display Ads | $[X] | [+/-X%] |
221 | Email Marketing | $[X] | [+/-X%] |
222 ```
223
2245. **Apply Attribution Modeling**
225
226 ```markdown
227 ## Attribution Analysis
228
229 ### Attribution Methods
230
231 | Method | Description | Result | Notes |
232 |--------|-------------|--------|-------|
233 | First Touch | All credit to first interaction | $[X] | Awareness focus |
234 | Last Touch | All credit to last interaction | $[X] | Conversion focus |
235 | Linear | Equal credit across touchpoints | $[X] | Balanced view |
236 | Time Decay | More credit to recent touches | $[X] | Recency bias |
237 | Position Based | 40/20/40 first/middle/last | $[X] | Common B2C model |
238
239 ### Attributed Revenue by Model
240
241 | Model | Attributed Revenue | ROI |
242 |-------|-------------------|-----|
243 | First Touch | $[X] | [X]% |
244 | Last Touch | $[X] | [X]% |
245 | Linear | $[X] | [X]% |
246 | Time Decay | $[X] | [X]% |
247 | Position Based | $[X] | [X]% |
248
249 ### Recommended Model for Your Business
250
251 **Recommended**: [Model]
252 **Rationale**: [Why this model fits your customer journey]
253
254 ### Multi-Touch Journey Example
255
256 ```
257 Customer Journey:
258
259 Day 1: Sees @creator1 TikTok (Awareness) ─────┐
260 Day 3: Sees @creator2 Instagram Reel ─────────┤
261 Day 5: Clicks @creator1's link (Consideration)┼── Purchase Day 7
262 Day 7: Uses @creator2's code (Conversion) ────┘
263
264 Attribution:
265 Last Touch: 100% to @creator2
266 First Touch: 100% to @creator1
267 Linear: 50% each
268 Position Based: 40% @creator1, 40% @creator2, 20% repeat exposure
269 ```
270 ```
271
2726. **Calculate Customer Lifetime Value Impact**
273
274 ```markdown
275 ## Lifetime Value Analysis
276
277 ### New Customer Metrics
278
279 | Metric | Influencer Acquired | Overall Average |
280 |--------|--------------------|--------------------|
281 | New customers | [X] | - |
282 | First order AOV | $[X] | $[X] |
283 | Repeat purchase rate | [%] | [%] |
284 | Customer lifetime value | $[X] | $[X] |
285
286 ### LTV-Based ROI
287
288 **Formula**: (New Customers × Avg LTV) - Investment / Investment
289
290 ```
291 New Customers: [X]
292 Average LTV: $[X]
293 Total LTV: $[X]
294 Investment: $[X]
295
296 LTV-Based ROI = ($[X] - $[X]) / $[X] × 100
297 LTV-Based ROI = [X]%
298 ```
299
300 ### Short-term vs. Long-term View
301
302 | Timeframe | Revenue | ROI |
303 |-----------|---------|-----|
304 | Immediate (this campaign) | $[X] | [X]% |
305 | 6-month projected | $[X] | [X]% |
306 | 12-month projected | $[X] | [X]% |
307 | Lifetime projected | $[X] | [X]% |
308
309 ### Customer Quality Indicators
310
311 | Indicator | Influencer-Acquired | Organic | Paid Ads |
312 |-----------|--------------------|---------| ---------|
313 | AOV | $[X] | $[X] | $[X] |
314 | Return rate | [%] | [%] | [%] |
315 | Repeat rate | [%] | [%] | [%] |
316 | NPS/Satisfaction | [X] | [X] | [X] |
317 ```
318
3197. **Calculate By-Influencer ROI**
320
321 ```markdown
322 ## Influencer-Level ROI
323
324 ### Individual Influencer Performance
325
326 | Influencer | Investment | Revenue | ROI | ROAS | Rank |
327 |------------|------------|---------|-----|------|------|
328 | @[handle1] | $[X] | $[X] | [X]% | [X]:1 | 1 |
329 | @[handle2] | $[X] | $[X] | [X]% | [X]:1 | 2 |
330 | @[handle3] | $[X] | $[X] | [X]% | [X]:1 | 3 |
331 | @[handle4] | $[X] | $[X] | [X]% | [X]:1 | 4 |
332 | @[handle5] | $[X] | $[X] | [X]% | [X]:1 | 5 |
333
334 ### ROI Distribution
335
336 ```
337 Influencer ROI Distribution:
338
339 @handle1 |████████████████████| 320%
340 @handle2 |██████████████ | 180%
341 @handle3 |████████████ | 150%
342 @handle4 |██████ | 75%
343 @handle5 |████ | 45%
344
345 Campaign Average: 180%
346 ```
347
348 ### Investment Efficiency
349
350 | Influencer | % of Budget | % of Revenue | Efficiency |
351 |------------|-------------|--------------|------------|
352 | @[handle1] | [%] | [%] | [X]x |
353 | @[handle2] | [%] | [%] | [X]x |
354
355 ### ROI by Tier
356
357 | Tier | Investment | Revenue | ROI | Avg ROAS |
358 |------|------------|---------|-----|----------|
359 | Macro | $[X] | $[X] | [%] | [X]:1 |
360 | Micro | $[X] | $[X] | [%] | [X]:1 |
361 | Nano | $[X] | $[X] | [%] | [X]:1 |
362 ```
363
3648. **Generate ROI Report Summary**
365
366 ```markdown
367 # ROI Summary Report
368
369 ## Campaign: [Name]
370 ## Period: [Dates]
371
372 ---
373
374 ## Investment Summary
375
376 | Category | Amount | % of Total |
377 |----------|--------|------------|
378 | Influencer Fees | $[X] | [%] |
379 | Product/Gifts | $[X] | [%] |
380 | Amplification | $[X] | [%] |
381 | Other | $[X] | [%] |
382 | **Total Investment** | **$[X]** | **100%** |
383
384 ## Returns Summary
385
386 | Return Type | Value |
387 |-------------|-------|
388 | Direct Revenue | $[X] |
389 | Earned Media Value | $[X] |
390 | New Customers | [X] |
391 | Projected LTV | $[X] |
392
393 ## ROI by Methodology
394
395 | Methodology | ROI | Notes |
396 |-------------|-----|-------|
397 | Direct Revenue ROI | [X]% | Hard returns |
398 | ROAS | [X]:1 | Revenue per dollar |
399 | EMV Multiple | [X]x | Media value generated |
400 | LTV-Based ROI | [X]% | Long-term value |
401
402 ## Key Metrics
403
404 | Metric | Result | Benchmark | Status |
405 |--------|--------|-----------|--------|
406 | CPM | $[X] | $[X] | ✅/❌ |
407 | CPA | $[X] | $[X] | ✅/❌ |
408 | ROAS | [X]:1 | [X]:1 | ✅/❌ |
409
410 ## Bottom Line
411
412 **Investment**: $[X]
413 **Return**: $[X]
414 **Net Profit**: $[X]
415 **ROI**: [X]%
416
417 **Assessment**: [Campaign was profitable/broke even/lost money]
418
419 ## Recommendations
420
421 1. [Key recommendation 1]
422 2. [Key recommendation 2]
423 3. [Key recommendation 3]
424
425 ---
426
427 *Report Generated: [Date]*
428 ```
429
4309. **Roll up into the C³ Campaign Value Index (CVI)**
431
432 This skill emits the **ROI** scope score of [C³](../../references/c3-benchmark.md) and the **CVI** rollup. Score ROI on the **0–100 rubric** in [c3/roi-campaign-benchmark.md](../../references/c3/roi-campaign-benchmark.md) (Return · Orchestration · Impact, each on Pass/Partial/Fail → scaled to 0–100). **This 0–100 ROI score is not the financial ROI % from steps 1–8** — feed the rubric score into the formula, never the percentage (R1 simply *consumes* your ROI%/ROAS as one of its inputs). Then combine it with the Creator and Content scope scores — from [fit-scorer](../../map/fit-scorer/SKILL.md) (ACE) and [content-reviewer](../../activate/content-reviewer/SKILL.md) (ART) — as a geometric mean:
433
434 ```
435 CVI = ( ACE_avg × ART_avg × ROI )^(1/3)
436 ```
437
438 `ACE_avg` is the **budget-weighted** mean of the campaign's creator ACE scores; `ART_avg` is the simple mean of its content ART scores (per scoring-architecture §8). Keep the three scope scores beside the CVI — the index ranks and alerts, the three scores diagnose. If ACE or ART is unavailable, emit the ROI score and mark CVI **pending (needs ACE/ART)** rather than guessing. A blocked scope (e.g. an ART T1/T2 veto on the content, or an ACE A2/C1/E2 veto on the creator) caps the rollup — surface it, don't average it away.
439
440## Example
441
442**User**: "Calculate ROI for our influencer campaign: $25K spend, $72K revenue, 2.1M reach"
443
444**Output**:
445
446```markdown
447# ROI Calculation Summary
448
449## Investment & Returns
450
451| Item | Value |
452|------|-------|
453| Total Investment | $25,000 |
454| Direct Revenue | $72,000 |
455| Total Reach | 2,100,000 |
456
457## ROI Results
458
459### Direct ROI
460- **Profit**: $47,000
461- **ROI**: 188%
462- **ROAS**: 2.88:1
463
464For every $1 spent, you generated $2.88 in revenue.
465
466### Earned Media Value
467- **EMV** (at $8 CPM): $16,800
468- **EMV Multiple**: 0.67x
469
470### Cost Efficiency
471- **CPM**: $11.90 (Good)
472- **Est. CPA**: ~$54 (if 460 conversions)
473
474## Assessment: ✅ Strong Performance
475
476This campaign outperformed the typical 2:1 ROAS benchmark for influencer marketing. Recommend increasing investment in similar campaigns.
477```
478
479## Industry ROI Benchmarks
480
481| Industry | Avg ROAS | Good ROAS | Excellent ROAS |
482|----------|----------|-----------|----------------|
483| Beauty/Skincare | 3:1 | 5:1 | 8:1 |
484| Fashion | 2.5:1 | 4:1 | 6:1 |
485| Food & Beverage | 2:1 | 3.5:1 | 5:1 |
486| Tech/Electronics | 2:1 | 3:1 | 4:1 |
487| Health/Fitness | 2.5:1 | 4:1 | 6:1 |
488
489## Reference Materials
490
491- [skill-contract.md](../../references/skill-contract.md) — shared contract and Handoff Summary format.
492- [state-model.md](../../references/state-model.md) — memory tiers and save-path conventions.
493- [CONNECTORS.md](../../CONNECTORS.md) — free/keyless data recipe per connector category.
494- C³ scoring: [c3-benchmark.md](../../references/c3-benchmark.md) (CVI rollup formula) and [c3/roi-campaign-benchmark.md](../../references/c3/roi-campaign-benchmark.md) — the ROI Campaign rubric this skill emits into the CVI.
495- [performance-analyzer](../performance-analyzer/SKILL.md) — supplies the results data this skill consumes.
496- [report-generator](../../track/report-generator/SKILL.md) — wraps these numbers into a full report.
497- [budget-optimizer](../../plan/budget-optimizer/SKILL.md) — uses ROI output to reallocate spend.
498- [campaign-planner](../../plan/campaign-planner/SKILL.md) — sets the ROI targets these results are checked against.
499
500## Next Best Skill
501
502**Primary**: [report-generator](../../track/report-generator/SKILL.md) — turn the ROI numbers into a stakeholder-ready report.
503
504**Alternates** (same Track family):
505
506- [performance-analyzer](../performance-analyzer/SKILL.md) — go back for deeper performance breakdowns if the ROI math exposed gaps.
507- [budget-optimizer](../../plan/budget-optimizer/SKILL.md) — feed by-influencer and by-tier ROI into the next budget allocation.
508
509Termination note: keep a visited-set of skills invoked this session. If the primary next skill was already run, stop and report the chain complete rather than re-invoking it. Stop after at most 3 hops in a single chain.
majiayu000