Webinar Revenue Calculator
To calculate webinar revenue, multiply your registrants by your show-up rate to get live attendees, multiply attendees by your conversion rate to get live buyers, then multiply buyers by your offer price. Add replay buyers: no-shows who watch the replay, multiplied by the replay conversion rate and the price. Divide that revenue by your monthly software cost to see your return on the tool.
Worked example using the default inputs
These are example inputs to change, not benchmarks.
| Input | Example value |
|---|---|
| Monthly registrants | 500 |
| Show-up rate | 35% |
| Offer price | $997 |
| Attendee conversion rate (live attendees who buy) | 5% |
| Replay viewers as % of no-shows | 30% |
| Replay conversion rate | 2% |
| Monthly webinar software cost | $99 |
| Output | Result |
|---|---|
| Attendees | 175 |
| Buyers from live | 8.8 |
| Buyers from replay | 2 |
| Total buyers | 10.7 |
| Monthly revenue | $10,668 |
| Revenue per registrant | $21.34 |
| Cost per buyer from software | $9.25 |
| Monthly ROI on software | 107.8x |
Revenue at different show-up rates
| Show-up rate | Monthly revenue |
|---|---|
| 20% | $7,378 |
| 30% | $9,571 |
| 40% | $11,765 |
| 50% | $13,958 |
How to calculate webinar ROI
Webinar ROI compares what a webinar earns with what it costs to run. Start with monthly revenue from the calculator above, then divide it by your monthly webinar software cost. A result of 10x means every dollar spent on the platform returned ten dollars in sales.
For a fuller picture, add ad spend and any team time to the cost side, and use the same formula: revenue divided by total cost. Cost per buyer from software, shown above, tells you how much of each sale goes to the platform itself.
How to raise your show-up rate
Show-up rate is often the biggest lever in the formula, because every other number is multiplied by it. Use the show-up table above to see how revenue moves between 20% and 50% with everything else held constant.
Reminder emails and SMS in the hours before the start, a short time gap between registration and the session, and instant or just-in-time sessions all help more registrants attend. Our guide on how to increase webinar show-up rates walks through each tactic.
What your webinar software costs
Software cost is the one input you control directly, and it sets the denominator of your ROI. Monthly plans, per-attendee pricing and add-ons for email or SMS change the real total. Compare options in our webinar software cost comparison.
If you run the same presentation repeatedly, automated webinar software lets one recording sell every day, which raises registrants without raising the software line.
Frequently asked questions
How do you calculate webinar revenue?
Multiply registrants by your show-up rate to get attendees, multiply attendees by your conversion rate to get live buyers, and multiply buyers by your offer price. Then add replay revenue: no-shows who watch the replay, times the replay conversion rate, times the price. The calculator on this page does all of these steps for you and updates as you type.
Are the default numbers in the calculator benchmarks?
The defaults are example inputs so the calculator shows a result on first load. They are placeholders to change, and they do not represent industry averages or expected results. Replace each one with numbers from your own past webinars, your email platform or your webinar software reports to get an estimate that reflects your business.
How is webinar ROI calculated here?
Monthly ROI on software is your estimated monthly revenue divided by your monthly webinar software cost. A result of 5x means the webinar earned five dollars for every dollar spent on the platform. To include advertising or staff time, add those costs to the software cost field and the ratio becomes a broader return on the whole webinar.
What does revenue per registrant tell me?
Revenue per registrant is total monthly revenue divided by the number of people who registered. It tells you the most you can pay to acquire one registration and still break even on sales. Comparing it with your cost per lead from ads or partners shows whether spending more to grow registrations will pay off.
Should I include replay buyers in my forecast?
Yes, if you send a replay to people who missed the live session. Replay viewers are counted as a percentage of no-shows, and replay buyers are those viewers multiplied by the replay conversion rate. Set the replay percentage to zero if you do not offer a replay, and the calculator will show live revenue only.
Which input changes webinar revenue the most?
It depends on your numbers, so test each input and watch the outputs. Show-up rate, conversion rate and price all multiply together, which means a small change in any of them moves revenue proportionally. The show-up table on this page isolates one lever by holding every other input constant across 20, 30, 40 and 50 percent.
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