Marketing ROI Calculator
See whether a campaign paid for itself: profit from the revenue it brought in, compared with everything you spent on it.
Type any value — results update as you type.
Marketing ROI formula
Campaign cost is the ad spend plus any other costs of running the campaign — agency fees, creative production, tools. The gross margin turns revenue into profit: if your products cost 60% of their price to make and deliver, the margin is 40%.
Example
A campaign brings in 25,000 in revenue. You spent 5,000 on ads and 1,000 on an agency, and your gross margin is 40%. Profit from the campaign is 25,000 × 40% − 6,000 = 4,000, so marketing ROI = 4,000 ÷ 6,000 × 100 = 66.7%.
Why the margin matters
Using revenue instead of profit (a margin of 100%) makes every campaign look better than it is. Keep the margin at 100% only for products with no direct costs, such as some digital products and services.
Marketing ROI vs. ROAS
ROAS (return on ad spend) divides revenue by ad spend and ignores margins and other costs. It is useful for comparing ad campaigns quickly; marketing ROI tells you whether the business actually made money. The calculator shows both, plus the break-even ROAS for your margin.
Frequently asked questions
What is a good marketing ROI?
Any positive ROI means the campaign earned more than it cost. Many businesses aim for a revenue-to-cost ratio of about 5:1, but the right target depends on margins and customer lifetime value.
Should I include salaries in the cost?
Include costs that exist because of the campaign. Salaries of a team that would be paid anyway are usually left out of campaign-level ROI.
How do I account for repeat customers?
If customers keep buying after the first order, use their expected lifetime revenue instead of the first purchase.