We measure it by calculating the conversation rate and its deviation from the industry average. Thus we obtain the opportunity cost (the money to stop earning) from your website with your current traffic. Then we calculate the opportunity cost of applying ROAI.
Furthermore, we calculate the average CPC (cost per click) in your sector. From there we calculate the equilibrium point of the conversion rate so as not to lose or make money if it is invested in advertising. For each euro invested, the conversion rate was optimized and you earned €0.20. The budget that your target audience could look for your online products/services would be calculated. In this way, we show you how much money you could generate on your website by applying ROAI.