What is this event ROI calculator?
A free, browser-based calculator that turns a campaign's cost and its resulting funnel — leads → opportunities → revenue — into the numbers every B2B marketer reports on: ROI, net profit, cost per lead (CPL), cost per opportunity, lead-to-opportunity rate, and payback. Pick the channel (exhibition, webinar, or whitepaper) and the inputs relabel to match; the ROI engine itself is shared. Each result shows the exact formula, and everything runs locally in your browser, so your numbers are never uploaded.
The formulas
- ROI = (Revenue − Cost) ÷ Cost (e.g. 3.0 means 300%).
- Net profit = Revenue − Cost.
- Cost per lead (CPL) = Cost ÷ Leads.
- Cost per opportunity = Cost ÷ Opportunities.
- Lead → opportunity rate = Opportunities ÷ Leads.
- Payback (months) = Cost ÷ (Revenue ÷ 12), with revenue as an annual figure.
How to use it
- Pick the channel — exhibition, webinar, or whitepaper — so the input labels match.
- Enter the campaign cost and the resulting leads, opportunities, and revenue.
- Read ROI, CPL, and payback on the right — each shows the formula used.
- Leave fields blank to skip a metric — only what can be derived is shown.
Common use cases
- Deciding whether a trade show booth paid for itself before booking next year.
- Comparing CPL and payback across webinars and whitepapers to reallocate budget.
- Setting a target lead-to-opportunity rate before committing to a campaign.