How to Calculate WhatsApp Marketing ROI (With a Worked Example)

The formula

Revenue attributed minus total cost, divided by total cost. Total cost is messages sent times per-message rate, plus the share of your monthly plan used by that campaign.

A worked example

Send 20,000 messages at Meta's official rates, plus your plan cost. A 1.5% conversion rate at ₹900 average order value produces 300 orders and ₹2,70,000 in revenue. Even at a conservative attribution discount, the return dwarfs the spend.

Attribute honestly

Use a holdout group of 5–10% who receive nothing, and compare purchase rates. The difference is your true incremental revenue.

• Unique links or codes per campaign
• Holdout group for incrementality
• Attribution window of three to seven days for B2C
• Exclude orders that would have happened anyway

Benchmarks to aim for

Track revenue per 1,000 messages over time; it is comparable across campaigns of different sizes. Rising cost per order with steady creative usually means the list needs cleaning or the segment is fatigued.