How to Calculate ROI on Automation (Templates + Examples)
- The ROI formula that actually works for time-saving automations
- How to estimate soft vs hard benefits (with examples)
- Guardrails to avoid false positives (aka “vanity automation”)
- A real-life automation scenario, built step-by-step in Make.com
- Easy ways to track results over time
- Free calculator template you can copy and customize
🧩 Why You’re Here
If you’re here, you’re probably:
- Tired of guessing whether automations are actually saving you money or just “feel cool”
- Looking for real numbers to justify a Zapier or Make subscription
- Planning an automation project and need to convince a stakeholder
This post will walk you through how to calculate the ROI of automating your workflows using simple math, plain logic, and ready-to-use templates. No MBA or spreadsheet wizardry required.
⛳️ What Is Automation ROI (and Why It’s Tricky to Calculate)
ROI, or Return on Investment, is a measure of how much value you’re getting for what you’re spending:
ROI = (Total Value – Total Cost) ÷ Total Cost
But calculating ROI from automation isn’t always clear-cut. Unlike ad spend or sales, where revenue and costs are easy to trace, automation can save time, reduce errors, or improve speed—but not always in measurable dollars.
Common False Signals
- Time-saved ≠ money-saved: If you save 2 hours a week on a low-impact task but don’t reinvest that time, then there’s no real return.
- Cool ≠ useful: Just because something is automated doesn’t mean it adds value.
What Counts Toward ROI?
| Value Source | Why It Counts |
|---|---|
| Time saved | Human effort costs money—less time = lower labor cost |
| Money made | Automation can speed up processes that unlock revenue |
| Error reduction | Fewer issues = less rework, better experience |
| Faster response time | Improves sales close rates, customer satisfaction |
Want to explore different automation use cases? Visit our automation solutions page.
📊 The Simple ROI Formula for Automation Projects
Use this formula as your baseline for any workflow:
ROI = (Total Value Created – Total Cost of Automation) ÷ Total Cost
Breakdown of Each Part
- Value Created = (Hours saved × Hourly rate of team member) + Revenue gained + Cost of errors avoided
- Total Cost = Software costs + Setup time × hourly rate + Ongoing maintenance + Consulting/coaching fees
Sample Scenario: Automating Lead Follow-Ups
| Measure | Value |
|---|---|
| Time saved/month | 10 hours |
| Employee hourly rate | $40 |
| Software + setup cost | $300 |
ROI = (($400 value – $300 cost) ÷ $300) = 33% in month one
To make this easier, download our free ROI calculator in Google Sheets (link here).
🧰 Real-World Examples of Automation ROI
Example 1: Invoice Reminders
- Problem: Manually emailing overdue invoices weekly
- Automation: Scheduled email reminders using Make
- Result: Saved 4 hours/month, improved on-time collections
- ROI: ($160 value – $50 setup) ÷ $50 = 220%
Example 2: Lead Routing
- Problem: New leads sat in shared inboxes for hours
- Automation: Routes leads to the right rep based on zip code
- Result: Faster response = more closed deals
- ROI: Estimated $1,000 in additional monthly revenue for $100 in setup
Example 3: Employee Onboarding
- Problem: New hire checklists inconsistent and manual
- Automation: Kickoff checklist and send documents via email when HR adds employee to Airtable
- Result: 6 hours saved/month + reduced errors
- ROI: 300–400% ROI in month one alone
📐 How to Build This in Make.com
Let’s walk through how to automate incoming lead assignment using Make.com:
- Trigger Module: Watch for new Google Form submissions or CRM entries
- Router: Split leads based on region, sales territory, or product interest
- Action Module: Send email/slack notification to the assigned salesperson
- Update Module: Add note or tag to the CRM so it’s trackable
- Timestamp Module: Record assignment time in Airtable or Google Sheets for later ROI analysis
Once this is running:
- Compare new vs average lead response times
- Multiply time saved per lead by average win rate and deal value
- Plug that into the ROI calculator to estimate overall value
🛑 QA & Guardrails
Not everything should be automated. Use these quick benchmarks before building:
- ✅ Does it save at least 2–3 hours/month?
- ✅ Does it touch a money-making process (leads, sales, delivery)?
- ✅ Does it eliminate a risk (missed follow-up, typo, customer delay)?
Warning Signs of “Vanity Automation”
- Saves only 5 minutes/week
- Adds more complexity than it removes
- Doesn’t change customer or team experience
💡 Test ideas as a manual SOP before building into Make, Zapier, or Airtable automations.
📈 Metrics & ROI
To prove (or disprove) ROI long term, track these data points:
- Time saved: Log how long the task took before/after automation
- Error rate: Measure how often issues happen pre/post automation
- Cycle time: How fast does a lead/customer/task move now?
- Team/customer sentiment: Send a quick feedback form post-rollout
Use tools like ClickUp, Airtable, or Toggl Track to collect real-time performance data. Set a reminder to revisit the automation’s performance after 30–60 days.
🧠 Next Steps: Get Help Measuring Your ROI
You don’t have to be a techie to get real wins from automation. If you want help:
- Explore done-for-you workflows tailored to small teams
- Book ROI-focused coaching to plan and validate your systems
- Copy our calculator templates to plug in your own numbers
Ready to get clarity on your automation ROI?
🏁 Download: Automation ROI Estimator
Use this simple ROI calculator to test any new workflow idea in under 5 minutes. Input:
- Workflow name
- Time saved/month
- Team member hourly rate
- Software/tool cost
- One-time setup or coaching cost