ROI Calculator — Sales Agent Cheat Sheet
How the numbers work, and how to explain them to a client with confidence. |
OOHPhilippines.com
oohphilippines.com/roi-calculator |
The whole tool in one sentence
| People passReach from traffic data |
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Some noticeAttention rate |
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Some buyConversion rate |
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Each spendsAvg. transaction |
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Revenue vs costROI & break-even |
The calculator multiplies its way down this funnel, then compares the projected revenue against the campaign cost (monthly rate × months + production).
The 3 dials the client sets (the "assumptions")
1. Attention rate15–40%
Of people who pass, how many actually notice the ad. Dense city corners & slow traffic = higher; open highways = lower.
2. Conversion rate0.1–2%
Of those who noticed, how many buy at least once during the whole campaign. Impulse/QSR & low-price = higher; big-ticket = lower. Keep it small and honest.
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3. Average transaction valueclient's real PHP
How much a customer spends in one purchase. Always ask the client for their real average — never inflate it.
Golden rule: Reach is measured data. These three are the client's own business reality — so the ROI is a projection, not a promise. Change a dial and the ROI moves a lot.
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What's fact vs. what's an estimate — say this out loud
✔ Backed by data (our part)
- Reach / impressions (OTS) from real traffic counts
- CPM — cost per 1,000 views
- The site, size, and location
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~ Client's assumptions (their part)
- Attention rate
- Conversion rate
- Average transaction value
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Your strongest line: the "1 in N" close
"To break even, only 1 in N people who notice this billboard has to buy once during the campaign."
Lead with this — not the ROI %. It's concrete, honest, and lets the client judge for themselves. A huge "+1,000% ROI" looks too good and kills trust; "1 in 2,000 buyers" earns it.
Do
- Use conservative numbers — if it still works, it's a strong buy.
- Ask the client for their real transaction value & conversion.
- Lead with break-even, then show ROI & CPM as support.
- Compare CPM vs. what they pay online — a fair media comparison.
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Don't
- Never call the ROI a guarantee of sales.
- Don't inflate attention/conversion to win a "big" number.
- Don't hide the assumptions — explain them; it builds trust.
- Don't quote revenue without stating the assumptions behind it.
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30-second script
"This site is seen roughly [reach] times a month — that number comes from traffic data, not us guessing. Now let's use your real numbers: say [X%] of people notice it, a small [Y%] of those eventually buy, and each buyer spends about [PHP Z]. Put together, you'd only need 1 in [N] people who notice it to buy once to break even. Does that feel achievable for your product? If yes, everything above that is profit."