Turn abstract value into concrete numbers buyers can trust. Use clear inputs and decision metrics that sales and finance accept.
A credible ROI calculator should include baseline performance and ______ before applying uplift assumptions.
fully‑loaded costs to change (licenses, services, enablement, time)
brand awareness scores
only ad spend
social followers
Which output best helps finance compare alternatives when cash timing matters?
average CTR over 90 days
domain authority gain
payback period with optional NPV over a defined horizon
gross impressions saved
When a calculator models productivity gains, the conservative practice is to value ______.
actual time freed that changes throughput or cost, not mere ‘hours saved’
lines of code written
story points completed
calendar time on meetings
Which sensitivity setting avoids false precision in ROI tools?
hide assumptions to avoid bias
lock all fields and show a single number
allow users to toggle low/expected/high for key drivers
round every value to two decimals
For subscription products, the calculator should adjust benefits for ______.
churn/retention over the evaluation window
daily active sessions only
video view‑through rate
browser cookies expiring
A common mistake in ROI tools is to present revenue lift without factoring ______.
gross margin and incremental cost to serve
creative length
share of voice
net promoter score
Which field increases trust most at the end of an ROI report?
a large logo animation
a meme explaining value
brand color gradients
assumptions table showing sources and editable inputs
Payback period becomes misleading when ______.
dashboards are dark mode
cashflows vary heavily after breakeven and risk differs
the currency is USD
trial length is 14 vs 30 days
To reduce optimism bias in sales‑led entries, require ______.
customer data or conservative defaults validated by finance
marketing’s preferred uplift only
a fixed uplift of +30%
industry hashtags
The clearest summary chart for decision‑makers is ______.
word cloud of benefits
scatter of website sessions
pie of social reactions
annual net benefits with payback month highlighted
Starter
Good start. Revisit the core concepts and examples for this theme, then retake to build confidence.
Solid
You’re applying the models well. Stress‑test edge cases and tighten your diagnostics to level up.
Expert!
Outstanding. Your reasoning balances evidence with judgment and communicates value with clarity.
