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Marketing ROI Calculator

Calculate ROI for campaigns, channels, and marketing spend.

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Enter your campaign spend and revenue. We'll do the math.

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How to Calculate Marketing ROI

Marketing ROI tells you how much money you made (or lost) relative to what you spent. The formula is simple: subtract your spend from your revenue, divide by your spend, multiply by 100. A 200% ROI means you tripled your money. A negative ROI means you're losing it. Use the Single Campaign mode to check one campaign, or switch to Channel Comparison to see which of your channels is actually pulling its weight.

ROI vs. ROAS — What's the Difference?

ROI measures net profit as a percentage of your cost. ROAS measures gross revenue per dollar spent. If you spend $1,000 and make $3,000 back, your ROAS is 3.0x and your ROI is 200%. They tell you slightly different things: ROAS is useful for comparing channel efficiency at a glance, while ROI gives you the actual profit picture. A 2.0x ROAS sounds decent until you realize it means you only doubled your money — and after overhead, you might be underwater.

What Is a Good Marketing ROI?

The common benchmark is a 5:1 ratio (400% ROI or 5.0x ROAS). That's considered strong across most industries. A 2:1 ratio is roughly break-even once you factor in overhead costs like tools, salaries, and agency fees. Anything below that and you're probably subsidizing your marketing with other revenue. But these numbers vary wildly by business model — a SaaS company with 80% margins can tolerate lower ROAS than an e-commerce shop running at 20% margin.

Comparing Channels: Where to Spend Your Next Dollar

The Channel Comparison mode ranks your channels by ROI so you can see where your money works hardest. The temptation is to dump everything into your top performer, but returns diminish as you scale any single channel. A better strategy: shift budget gradually from your worst channel to your best, monitor for a few weeks, and repeat. The spend share percentage shows you how concentrated your budget is — if one channel has 80% of your spend, you're exposed if that channel's performance changes.

How do I calculate cost per conversion? +
Divide your total spend by the number of conversions. If you spent $5,000 and got 100 conversions, your cost per conversion is $50. Enter your conversion count in the Single Campaign mode and the calculator will show this automatically. A "conversion" is whatever action you're optimizing for — a purchase, a signup, a demo request. Just be consistent about what you count.
What counts as "revenue" in this calculator? +
Total revenue directly attributable to the campaign or channel. For e-commerce, that's attributed sales. For lead gen or B2B, you'll need to estimate: multiply your leads by your close rate by your average deal size. If your attribution model isn't great, use first-touch or last-touch revenue — just be consistent across channels so the comparison is fair.
Why is my ROI negative? +
You spent more than you earned. An ROI of -60% means you lost 60 cents on every dollar you invested. Before you kill the campaign, check a few things: is the campaign still in its ramp-up period? Is your attribution window long enough to capture delayed conversions? Is the channel building brand awareness that converts through other channels? If none of those apply, you have a channel that's burning cash.
Should I use ROI or ROAS to compare channels? +
Use ROAS when comparing channels with similar profit margins. Use ROI when margins differ — for example, branded search might have higher margins than display advertising because the customer intent is stronger. This calculator shows both metrics side by side so you can decide which comparison is more meaningful for your specific situation.
How many channels can I compare at once? +
Up to 10. Start with your top 3 or 4 channels — the ones that represent most of your spend. Adding more channels gives you a fuller picture but also more noise to sort through. The ranking and spend share percentages help you focus on what matters: which channels deliver the best return and how much of your budget they represent.
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