Measuring Website ROI
Your website isn't an expense — it's an investment. Here's how to measure the return it generates.
Direct Revenue Tracking
For eCommerce: track sales directly attributed to your website through Google Analytics eCommerce tracking. For services: track lead form submissions, phone calls, and chat conversations. Assign a value to each lead based on your average close rate and customer lifetime value.
Key Metrics
Conversion rate: What percentage of visitors take your desired action? Industry average is 2-5%.
Cost per acquisition: Total website costs (development + hosting + marketing) divided by number of customers acquired.
Customer lifetime value: How much revenue does an average customer generate over their relationship with you?
Organic traffic value: What would it cost to buy your organic traffic through Google Ads? This is the value your SEO investment generates.
ROI Formula
Website ROI = (Revenue from website - Cost of website) / Cost of website × 100. A $10,000 website that generates $50,000 in revenue = 400% ROI.
Improving ROI
The fastest way to improve website ROI is conversion rate optimization — getting more value from existing traffic. A 1% improvement in conversion rate can mean thousands in additional revenue.