// Analytics
How to Calculate the ROI of Your Website (With a Simple Framework)
Calculate your website's real ROI and attribute revenue to web channels. Use this framework to answer 'is our website worth it?' with actual numbers.
Why Website ROI Is Hard to Calculate
Your website touches every part of the customer journey — brand discovery, research, comparison, conversion, support. Isolating its contribution to revenue requires understanding multi-touch attribution, which most businesses don't have set up.
The result: most businesses either underfund their website (because they can't see the ROI) or overfund it (because they assume it's important without measuring it).
The Simple Website ROI Formula
ROI = (Revenue From Web Channels - Website Investment) / Website Investment × 100
Revenue from web channels includes: direct online sales, lead form submissions × average deal value, phone calls tracked to website traffic, and any revenue directly attributed to web channels in your CRM.
Website investment includes: hosting, development, design, content, SEO tools, advertising, and staff time managing the site.
Setting Up Revenue Attribution
- Enable GA4 e-commerce tracking for direct online sales
- Use UTM parameters on all marketing campaigns
- Set up call tracking (e.g., CallRail) to attribute phone calls to web traffic
- Connect your CRM to GA4 to track lead-to-close revenue
- Assign a value to each lead form conversion based on average deal size and close rate
Benchmarking Your Website ROI
Healthy website ROI benchmarks: B2B SaaS typically targets 300–600% ROI from organic web channels. E-commerce targets 400–800% for organic and 200–400% for paid. Service businesses often see 500–1,500% ROI from local SEO investment.
If your ROI is below 100%, either your traffic is too low, your conversion rate is too low, or your attribution is incomplete. The answer determines where to invest next.