Web Performance ROI Calculator The improvement at which ongoing performance control pays for itself
The calculator works backwards. It takes the investment in performance control and the monthly contribution margin of your online channel and shows by what percentage revenue or leads would have to rise for the investment to pay for itself. It does not predict an increase. Whether an improvement of this size is realistic is something you assess with your own data.
Result: break-even in three scenarios
| Scenario | Effective months | Required additional contribution margin per month | Required increase |
|---|
The Platform tier is a starting price. The calculation uses the minimum amount; the actual amount depends on the number of sites, brands and teams.
All entries stay in your browser. Nothing is stored and nothing is transmitted. All amounts net.
Formula: investment divided by contribution margin times effective months
The investment is the monthly amount of the selected tier times the term. The baseline assessment is added at its minimum amount and deducted again, because it is credited against the first three months if performance control is commissioned within 60 days of its completion. Without a follow-on order it would remain a separate item.
For online revenue, the monthly contribution margin is revenue times your contribution margin ratio; for leads, it is the number of leads times the contribution margin per lead. The calculation uses contribution margin rather than revenue, because only the contribution margin pays for the investment. A break-even based on revenue would come out more than three times too low at a 30 percent margin.
The required increase is the investment divided by the monthly contribution margin times the number of months in which an improvement takes effect. For online revenue, this is the required revenue increase at the same margin; for leads, the required number of additional leads at the same value per lead.
Three scenarios for how long an improvement takes effect
- Cautious: An improvement only counts during the term and only from the third month. Before that come the baseline assessment, the first releases and the 28-day window from which Google calculates the real-user data.
- Medium: as cautious, plus six months after the end of the term in which the implemented measures continue to take effect.
- Long: as cautious, plus twelve months after the end of the term.
How long an improvement holds after performance control ends depends on whether the performance budget and the approval of new scripts remain in the team. Without these rules, experience shows that a platform is back at its starting level after two to three quarters. The cautious scenario therefore calculates without any lasting effect.
Context from published studies, not a forecast
Two published tests indicate an order of magnitude, but they are measurements at other companies and cannot be transferred to your platform:
- 8 percent more sales with a 31 percent shorter load time of the main content, A/B test at Vodafone. Source: Google, web.dev, March 2021.
- 8.4 percent higher conversion in retail per 0.1 seconds faster mobile load time. Source: Deloitte with Google, March 2020.
An assessment of your platform needs your real-user data: how many page types miss the thresholds and why. This data is on the table in the free initial analysis. How performance control, tiers and term fit together is described under Services.
Book a free performance analysis
30 minutes by video. You receive Google's real-user data for your platform compared with two competitors, regardless of whether a collaboration follows.