The formulas
- Leads = scans × lead rate
- Customers = leads × close rate
- Revenue = customers × revenue per sale
- Cost per scan = ad cost ÷ scans
- Cost per lead = ad cost ÷ leads
- Cost per customer = ad cost ÷ customers
- ROI = (revenue − ad cost) ÷ ad cost × 100
A worked example
These are made-up numbers, the same ones the calculator starts with. An ad costs 1,000 and gets 400 scans, so each scan costs 2.50. If 15% of those people leave their details, that's 60 leads at 16.67 each. If 10% of the leads buy, that's 6 customers at 166.67 each. At 200 per sale they bring in 1,200, which is an ROI of 20%.
How to read the result
Compare ads with each other more than with a target from somewhere else. Two placements measured the same way will tell you which to book again. For a stricter test, enter profit per sale in place of revenue, so the ROI reflects what you keep.
The result only counts people who scanned. Anyone who saw the ad and rang, searched or walked in is missing, so the true return may be higher. More in 7 offline marketing metrics that actually matter and the complete guide to offline ad attribution. Printing a new code? Check it with the QR code size calculator.