Agency ROI calculator
Before you compare agency quotes, price the upside. What is one extra point of ROAS actually worth to your brand — and what does a retainer have to clear to pay for itself?
What this tool does: it takes your monthly ad spend, blended ROAS (MER), AOV and repeat rate, and returns your implied monthly revenue plus what a 0.3×, 0.5× and 1× ROAS improvement would be worth per month and per year. Set any retainer you are being quoted — the tool does not suggest one — and it shows the ROAS uplift that fee must produce just to break even.
Across Meta, Google, Amazon and quick commerce, per month.
Total attributed revenue ÷ total ad spend. Blended beats platform-reported.
Average order value.
Average repeat rate. First order counts — a one-time buyer is 1.
Whatever number is on the table in front of you. This tool does not suggest or endorse any fee — it only runs the breakeven maths on the one you enter.
Implied monthly revenue
Blended-ROAS context in ROAS benchmarks for D2C food and beverage brands; the fee-model conversation in what a performance marketing agency costs an Indian D2C food brand.
How to read the numbers
The uplift maths is deliberately linear and deliberately unglamorous: extra monthly revenue = monthly spend × ROAS improvement. A brand spending ₹5 lakhs a month gains ₹1.5 lakhs a month from a +0.3× improvement and ₹5 lakhs a month from a full +1× — before repeat purchases compound it. That linearity is the point: it lets you price any agency pitch, in rupees, before a single deck is presented.
The breakeven line is the discipline. A retainer is not expensive or cheap in the abstract — it is expensive or cheap against your spend. The same fee that is a rounding error at ₹20 lakhs a month is a structural problem at ₹2 lakhs, which is why the slider is yours to set and why no number is suggested.
Comparing specific agencies? The honest shortlists and head-to-heads live in the performance agency roundup, Adyogi vs ET Medialabs vs The Shizz, and the alternatives guides for Adyogi, ET Medialabs, Schbang and Social Beat. The full hiring checklist is in how to choose a D2C marketing agency in India.
Questions, answered
How much revenue should an agency add to be worth its fee?
The breakeven maths is simple: divide the monthly retainer by your monthly ad spend, and that is the ROAS improvement the agency must produce before you keep anything — a fee equal to a tenth of your spend needs +0.1×. A partner should clear breakeven several times over, which is why this calculator prices +0.3×, +0.5× and +1× improvements: those are the bands where a change of agency, creative system or funnel becomes visible in the bank account, not just the dashboard.
What is a realistic ROAS improvement when switching agencies?
No honest agency guarantees a number before seeing your account — the improvement depends on where the current setup is leaving value: creative volume, funnel conversion, channel mix or measurement. The calculator deliberately prices modest steps (+0.3×, +0.5×) alongside the ambitious one (+1×) so you can sanity-check any pitch against what it would actually be worth. For context, The Shizz's portfolio average is a 3.8× ROAS across 160+ brands over six years — a portfolio fact, not a promise about your account.
Should I use ROAS or MER in this calculator?
Use MER — the blended marketing efficiency ratio: total attributed revenue divided by total ad spend — if you have it. Platform ROAS flatters itself through attribution overlap; Meta and Google will happily claim the same order. MER is the honest denominator, and because this calculator prices improvements in whole-account terms, a blended number keeps the output real.
Why doesn't the calculator suggest a retainer amount?
Because a suggested number would be doing your negotiation for you, in favour of whoever wrote the tool. Retainers in this market are scoped per engagement — spend, channel count, creative volume — so the slider starts at zero and you set it to whatever quote is actually on the table. The tool then does the only neutral thing maths can do: show the ROAS uplift that quote must produce just to break even.
Now price it on your real account
A calculator prices the upside; a Growth Audit shows where it comes from. We tear down your ads, creative, funnel and measurement — free, no pitch — and you keep the findings. Built for consumer brands spending ₹3 lakh+ a month.
Book a Growth Audit →