Media Mix Calculator

Compare the efficiency of each channel in a media mix and find where the next unit of budget belongs.

About Media Mix Calculator

Blended ROAS conceals the spread between channels, which is exactly what a reallocation decision needs. Comparing per-channel ROAS shows where marginal budget earns most, subject to each channel eventually saturating. Optimising to a blended target lets a weak channel hide behind a strong one and quietly consume budget that would earn more elsewhere.

Formula

Media Mix

Channel ROAS = channel revenue ÷ channel spend; blended ROAS = total revenue ÷ total spend

ROAS: Revenue returned per unit of advertising spend
blended: All channels combined, which hides variation between them

Worked example

With the default values below, Media Mix Calculator returns Blended ROAS of 3.86. Change any input above and every figure here is recalculated in your browser.

Inputs used

Paid search spendminimum 0: 70,000
Paid search revenueminimum 0: 350,000
Paid social spendminimum 0: 60,000
Paid social revenueminimum 0: 210,000
Display and video spendminimum 0: 40,000
Display and video revenueminimum 0: 96,000

Results

Blended ROAS: 3.86 x
Paid Search ROAS: 5.00 x
Paid Social ROAS: 3.50 x
Display and Video ROAS: 2.40 x
Where the Next Unit of Budget Belongs: Paid search returns the most per unit spent

Step by step

1Values used
2Media Mix
3Blended ROAS= 3.86 x
4Paid Search ROAS= 5.00 x
5Paid Social ROAS= 3.50 x
6Display and Video ROAS= 2.40 x
7Where the Next Unit of Budget Belongs= Paid search returns the most per unit spent

Assumptions and limits

The result is derived only from the 6 inputs listed above. Anything not among them is not part of the calculation.
In particular, this calculator does not take inflation, tax, fees or charges or compounding frequency into account.
Figures are rounded for display to 2 decimal places, so totals built from several rounded parts can differ slightly from the unrounded arithmetic.
This is an estimate for general information and not professional financial, tax or legal advice. See the full disclaimer for the limits that apply to this kind of calculator.

How these calculators are built and tested is described on the Methodology page. If a figure looks wrong, please report it.

Frequently Asked Questions

How is Media Mix calculated?

Channel ROAS = channel revenue ÷ channel spend; blended ROAS = total revenue ÷ total spend Blended ROAS conceals the spread between channels, which is exactly what a reallocation decision needs. Comparing per-channel ROAS shows where marginal budget earns most, subject to each channel eventually saturating.

Why does Media Mix matter?

Optimising to a blended target lets a weak channel hide behind a strong one and quietly consume budget that would earn more elsewhere.

What values do I need to enter?

This calculator takes 6 inputs: Paid search spend, Paid search revenue, Paid social spend, Paid social revenue, Display and video spend, Display and video revenue. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.