Marketing ROI: Definition and How to Calculate It

The concept of return on investment (ROI) is common in business and focuses on getting the most value from each expense. ROI is especially important in marketing, where one goal is to spend money to make money and attract paying customers with persuasive advertising. Therefore, understanding ROI in marketing is essential to assessing the financial viability of a project and developing a marketing strategy. ROI marketing is defined as measuring the performance of marketing campaigns by calculating the return from marketing your brand, products, or services online.

This guide covers everything you need to know about marketing ROI This guide provides comprehensive coverage of marketing ROI, including how to calculate it and how to use it to improve your marketing strategy.

We will be exploring the purpose and uses of ROI in marketing and explain the steps involved in calculating and analyzing marketing ROI at your company.

You will learn everything you need to know to make your online strategies successful!

Keep reading to learn more

What Is ROI in Marketing?

The return on investment (ROI) a company gets from its marketing and advertising campaigns is known as marketing ROI or MROI. ROMI is another acronym for this. Marketing ROI compares the revenue benefits of a marketing campaign to its overall cost, with the goal of finding the most cost-effective ways to increase earnings. You can use the ROI of a specific project or the overall ROI of all marketing efforts to look at how effective a company’s marketing strategies are in comparison to their cost.

ROI is calculated by dividing the return on an investment (in this case, money spent on marketing) by the cost of the investment. The higher the ROI percentage, the more efficient the investment.

Why Is Marketing ROI Important?

Text: Both business owners and marketing professionals rely on data-driven measurements, such as marketing ROI, to make decisions about how to allocate their budgets. Marketing departments should regularly track the ROI on various campaigns to maintain these key functions:

Additionally, by understanding marketing ROI, business owners can identify which marketing channels are most effective at driving sales and ROI. By understanding marketing ROI, business owners and marketers can gain an understanding for how much profit is generated from each marketing project. This can provide additional information to sales figures and revenue, and help identify which marketing channels are most effective.

Comparing your marketing ROI to that of your competitors can give you insights into the efficiency of your marketing campaigns relative to others in your industry. If other companies have a higher return on their marketing investment, you can learn from their strategies to improve your own campaigns.

By measuring the ROI on different marketing campaigns, you can identify which ones get the most value out of each dollar spent and prioritize working on those campaigns. ROI in marketing can also show which marketing projects aren’t bringing in enough revenue, allowing you to reconsider your marketing strategies or even decide to cut your losses and end that specific campaign.

Selecting future projects: ROI for different marketing campaigns can help you identify patterns in what marketing methods are most successful with your target audience and bring in the most income. Marketing ROI can help you refine your marketing strategy by learning from past successes and failures.

How to Calculate ROI in Marketing

Determining the marketing ROI for your company or project involves performing a few simple calculations. After implementing a marketing plan and letting it take effect on the company’s sales, you can calculate ROI for marketing by following these steps:

  1. Select the appropriate formula.
  2. Set a time frame.
  3. Measure sales growth and marketing cost.
  4. Enter and interpret the values.

The ROI for marketing can be calculated in two different ways: using the simple ROI formula, or the campaign-attributed ROI (also known as the adjusted ROI). This basic calculation can be a useful guide when comparing one company’s marketing expenses to its competitors:

The return on investment for marketing can be calculated by subtracting the overall cost of marketing from the overall sales growth and then dividing that number by the overall cost of marketing.

Subtract the average sales growth from the current year’s sales growth. The result is your marketing ROI. The adjusted ROI formula provides a more detailed overview of how marketing campaigns specifically impacted a company’s growth. To calculate adjusted marketing ROI, measure the average sales growth of the company before implementing a new marketing strategy to determine a baseline of average sales growth. Subtract the average sales growth from the current year’s sales growth. The result is your marketing ROI. The formula for adjusted ROI is:

The adjusted marketing ROI is equal to the difference between the overall sales growth and the average baseline sales growth, divided by the overall cost of marketing.

The simplest way is with this marketing ROI formula:

(Return – Investment)/ Investment

While it’s a simple formula, it’s almost too simple.

It can be difficult for marketers to understand what counts as an investment. For example, do salaries for marketing team members count, or only costs for hiring marketing freelancers or agencies?

Calculate your marketing ROI more effectively by following this marketing ROI formula:

(Revenue from sales – Cost for marketing) / Cost for marketing

Okay, that’s a lot to take in and comprehend! Let’s break down each part of this formula:

The Number of Leads

The number of leads you have reflects the number of people who have expressed interest in your business.

Lead To Customer Rate

The lead-to-customer rate is the percentage of people who go from being a lead to becoming a customer. So, if you have 20 leads (out of 100 total leads) that became customers, your lead-to-customer rate would be 20%.

Average Sale Price

The average sale price is the average price of the product when considering sales and discounts. This calculation provides an accurate portrayal of the product’s value.

Cost for Marketing

Your marketing costs are the total amount you spend on your marketing campaign, which include factors like ad spend, software, and wages for people who work on your campaign.

If half of your leads become customers, that means that you have 500 customers.

On average, they spend $200.

It cost you $4000 to market to these leads.

So, if we plug that into the formula, it looks like this:

[(1000 x .50 x 200) – 4000] / 4000

[100,000 – 4000] / 4000

96,000 / 4000


To calculate your return on investment, multiply your total by 100. In this example, the ROI is 2400%.

Examples of ROI in Marketing

You can practice calculating marketing ROIs by visualizing different scenarios before collecting specific data for your marketing project. Here are several examples of marketing ROIs that you can use to help support your understanding of ROI in your workplace:

Positive Marketing ROI

The computer software company Bluetech Systems had sales growth of 10% on their earnings, which means that $500 of their income was not from marketing. Their return on investment (ROI) would be 3.5% if they spend $1000 on marketing and advertising costs.

Neutral Marketing ROI

If a company spends $200 on marketing in a month and makes $200 in sales with no monthly growth, their marketing ROI for that month would be zero. If the company has a 5% monthly growth rate, their marketing ROI would be negative.

Negative ROI

When a company’s marketing costs exceed its overall revenue, that company has a negative marketing ROI and is losing money through that campaign. If Barley Consulting spent $20,000 on marketing a company with 15% yearly sales growth and then earned $15,000 that year, they would have a negative ROI. To calculate the specific number, subtract 15% of their yearly earnings ($2,250) and the total marketing costs ($20,000) from their $15,000 in earnings. This equals -$7,250, which you would then divide by $15,000, resulting in a marketing ROI of about -48.3%.

What Is a Good Marketing ROI?

We explained what ROI is in marketing, and how to use the marketing ROI formulas.

You may be wondering what a good marketing ROI is.

A good return on investment for marketing efforts is a ratio of 5:1, meaning that for every dollar spent on marketing, five dollars are earned in return.

An outstanding return on investment is 10:1, where you get $10 for every $1 spent.

That’s a simple answer, though.

Your business’s ROI depends on your company’s overhead costs, margins, and industry. Some industries have ROIs of 3:1, which is excellent for businesses in that sector.

Why Measure Marketing ROI?

Why should you measure your marketing ROI?

There are three main benefits to calculating your marketing return on investment (ROI). First, it can help you allocate your marketing resources more effectively. Second, it can help you make better decisions about which marketing activities to pursue. Finally, it can help you benchmark your marketing performance against other businesses.

Helps You See What’s Working

It is difficult to tell if your digital marketing strategies are working if you do not measure their performance in relation to your company’s goals. Marketing ROI can help you see which tactics are most successful.

If you want to know what aspects of your digital marketing campaign are having the most impact on sales, you can calculate your return on investment (ROI).

The following information can help you improve your campaigns to get better results. It may not be the tactic itself, for example, but the ad copy or targeting that is causing your low ROI. Calculating your ROI will allow you to see what works, so you can make changes to get better results.

Helps You Determine Where to Invest Your Budget

You can learn which marketing strategies are working and which ones are not by calculating your marketing ROI. This information can help you decide where to invest your budget.

If your social media advertising campaign has a lower ROI than your PPC campaign, you may need to adjust your ad strategy.

The information can be interpreted in two ways.

You can increase your ad budget for PPC advertising and decrease your social media advertising. This is a common strategy as most businesses want to invest in tactics that will have a consistent and significant return.

You can improve your ROI by investing more into underperforming strategies. This will help you optimize your campaigns and get more out of them.

If a company does not allocate enough money towards their advertising budget, they are likely to see poor results. Investing more money into advertising can lead to better results.

ROI stands for return on investment. In other words, it is the percentage of profit that you make in relation to the amount of money you spend. Having this information allows you to have a better understanding of which marketing strategies are working and which ones need to be changed in order to be more effective.

Helps You See How You Stack Up to the Competition

When you measure your marketing ROI, you can use that information to gauge how you stack up to competitors. This information helps you understand how you perform in your industry and how you can improve.

If a company is publicly-traded, it will release financial data to the public. This data can be used to estimate that company’s ROI, even though the data doesn’t state the ROI outright.

If you have this information, you can compare your business against the competition. Having this data can help you improve your strategy to get better results from your marketing channels.


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