Instagram ROI Calculator (Free Tool)
Instagram ROI Calculator
How much did you spend on Instagram ads?
Your total ad spend on Instagram sponsored posts and stories.
How much did you spend on content creation?
Include costs for photos, videos, graphics, copywriting, or influencer content.
Did you pay for any Instagram tools or software?
Scheduling tools, analytics platforms, editing software, etc.
Did you pay any management or agency fees?
If you worked with an agency or consultant to manage your Instagram.
How long did your campaign run?
This helps us calculate your daily and monthly performance.
How many total impressions did your posts receive?
The total number of times your content was viewed.
How many engagement actions did you receive?
Total likes, comments, shares, and saves on your posts.
How many new followers did you gain?
The net increase in followers during your campaign.
What was the direct revenue from your Instagram?
Sales directly attributed to Instagram links, swipe-ups, or shop features.
Any estimated indirect revenue?
Revenue from customers who found you on Instagram but converted elsewhere.
How many leads did your Instagram generate?
People who showed interest but haven't purchased yet (e.g., email signups).
How many new customers did you acquire?
People who purchased for the first time through Instagram.
For every $1 spent, you earned $0 in return.
Where can I find great content ideas to post on Instagram and go viral?
Check out our two dedicated content series: Content Breakdown and Viral Case Studies.
We’ve analyzed hundreds of viral Instagram posts to help you understand what captures attention and drives massive engagement.
These series are packed with proven formats, storytelling techniques, and creative frameworks — perfect for helping you create posts that resonate and perform.
Whether you’re building your personal brand or managing influencer campaigns, you’ll find powerful hooks, content angles, and visual trends ready to apply right away.
How to calculate Instagram ROI effectively
Instagram ROI isn't just about sales. A comprehensive calculation includes brand awareness, engagement, community growth, and both direct and indirect conversions.
The best Instagram strategies track multiple touchpoints, from discovery to purchase. For example, someone might discover your product in a Reel, follow your account, and purchase weeks later.
Which Instagram content formats drive the highest ROI?
Reels currently offer the most organic reach (if you want to produce some, we have a Reel cost estimator tool, with carousel posts driving the highest engagement-to-impression ratio. Stories with link stickers tend to drive the most direct conversions.
Studies show that authentic, value-driven content outperforms polished, sales-focused content for long-term ROI. Educational carousels and behind-the-scenes Reels often build the trust that leads to sales later.
How to improve your Instagram engagement-to-sale conversion rate
Focus on your Instagram sales funnel: awareness → engagement → consideration → conversion. Each piece of content should serve a specific stage.
Successful brands use "content bridges" to move followers from passive viewers to active shoppers. For example, use a hook in a Reel, then direct engaged viewers to a more detailed carousel or guide.
Don't forget to optimize your Instagram shopping tags, bio link, and story highlights to make conversion paths crystal clear.
What's a good benchmark for Instagram ROI?
Industry averages vary widely, but most ecommerce brands aim for a 5:1 return (500% ROI) on direct sales from Instagram. For B2B and service businesses, 3:1 is often considered successful.
Remember that Instagram typically has a longer sales cycle than search ads. Many brands see only a 1-2x return in the first month, but 5-10x when measured over 90 days.
How to attribute value to Instagram followers and engagement
Each new engaged follower (by the way, we have a tool you can use to predict your follower growth) has a lifetime value that extends beyond immediate purchases. Consider the multiplier effect: engaged followers create user-generated content, refer friends, and provide social proof.
Some brands assign a specific dollar value to key actions: $1-5 per new follower, $0.10-0.50 per engagement, and $5-20 per piece of user-generated content.
The most sophisticated Instagram marketers track "influenced revenue" using multi-touch attribution models that measure Instagram's role in the broader customer journey.