Free Marketing ROI Questionnaire
Capture spend, attributed revenue, baseline and soft costs in one pass — the input set that lets ROMI, payback period and cost per acquisition be calculated honestly, before the budget meeting rather than during it.
Quick answer
ROI on revenue flatters marketing; ROMI on margin survives a finance review. This questionnaire collects the seven inputs that decide the difference — total media spend, agency and production fees, internal hours at loaded cost, tooling, attributed revenue, gross margin rate and the baseline that would have occurred anyway — plus the attribution method used and its window. From those fields you can compute ROMI, cost per acquisition, payback period and customer lifetime value ratio on the same basis every campaign.
About this template
Marketing ROI arguments usually fail on missing denominators, not on arithmetic. Media spend is known; the designer's eight hours, the quarterly tool subscriptions and the agency's production fee are not in the same spreadsheet, and revenue gets treated as profit. The three questions this form insists on are the baseline, the attribution window and the loaded internal cost — the fields people skip because they lower the number.
Run it at campaign close while the owner still remembers what was spent, and file every response so comparisons are like-for-like across quarters. Use it alongside the Lead Quality Assessment when cost per lead looks good but pipeline does not, and the free marketing calculation tools when you want the arithmetic done in the browser.
Live Preview
Sample form preview (fillable once the app is published).
What's Included
The complete input set for a defensible calculation.
All-in cost block
Media, agency, production, tooling and internal hours at loaded rates.
Revenue and margin
Attributed revenue, gross margin rate and average order or contract value.
Baseline & attribution
What would have happened anyway, which model was used and over what window.
Repeatable history
Same fields every campaign so ROMI trends are comparable, not redefined.
How It Works
Three steps to a number finance will accept.
Copy template
One-click import into your FormLM workspace — free.
Send to the campaign owner
The person who spent the budget, not the person reporting on it.
Require the baseline answer
No submission without a stated counterfactual.
Compute and compare
Derive ROMI, CPA and payback, then track the same fields next quarter.
Who Is This For
Pick your role — see how it fits your workflow.
Marketing directors
Defend next year's budget with per-campaign ROMI on a consistent basis.
Agencies & consultants
Prove client value in the client's own margin language, not impressions.
Founders & finance partners
Turn "marketing works" into payback periods and channel-by-channel returns.
Key Features
- Cost block that forces soft costs into the denominator
- Gross-margin question so revenue is never treated as profit
- Baseline and holdout questions for incremental honesty
- Attribution method and window captured with the result
- Lead, opportunity and customer counts for cost-per-outcome maths
- Renewal and lifetime-value fields for subscription businesses
- Confidence rating on every figure so estimates are visible
- Free to copy, customize and rebrand
Sample Questions Inside
A preview of real fields — currency figures accept estimates with a confidence rating.
- Campaign and period? (open + date range)
- Total media spend? (number)
- Agency, freelancer and production costs? (number)
- Internal hours by role, and their loaded hourly cost? (numbers)
- Tools or data licences charged to this campaign? (number)
- Revenue attributed to the campaign, and over what window? (number + choice)
- Gross margin on that revenue? (percent)
- What would have happened without the campaign? (baseline estimate, required)
- How many leads, opportunities and new customers resulted? (numbers)
- How confident are you in each figure? (per-field 1–5)