// Analytics
How to Calculate the ROI of Your Website (With a Simple Framework)
Most businesses can't answer 'is our website worth it?' Learn how to calculate your website's ROI, attribute revenue to web channels, and make data-driven investment decisions.
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.