marketing calculator

Marketing ROI Calculator

Measure campaign ROI, ROAS, CPA, and profit from attributed revenue and spend.

Quick actions: Save inputs, view saved runs, print, share, or export results

Saved Runs

Inputs

Attributed revenue$

Ad spend$

Other costs$

Conversions

Average Order Value (AOV, optional)$

Results

ROI

185.71%

ROAS4.00x

Net Profit$7,800.00

CPA$70.00

Attributed Sales Revenue$12,000.00

Calculated Conversions60

Bookmark this Marketing ROI Calculator

Save this page to audit monthly campaign performance, report channel profitability to leadership, and balance budgets.

Formula

Marketing ROI formulas

Total Cost = Ad Spend + Other Costs. Net Profit = Revenue - Total Cost. ROI = Net Profit / Total Cost × 100. ROAS = Revenue / Ad Spend.

These outputs separate media efficiency from true profitability by including both ad spend and non-media campaign cost.

Step by step

How the calculation works

1Enter attributed campaign revenue or set AOV to auto-calculate revenue from conversions.
2Enter direct ad spend and any additional campaign costs such as creative or agency fees.
3Enter conversions to calculate CPA and revenue per conversion context.
4Use ROAS for media efficiency and ROI for true profit analysis.

Related guides

Learn more about this calculation

Guide

Paid Media Metrics Guide: CPC, CPM, CTR, CPA, ROAS, and ROI in Plain English

Understand the paid media metrics that actually matter. Learn how CPC, CPM, CTR, CPA, ROAS, and ROI connect, when to use each one, and how to avoid reporting cheap traffic as business success.

Site Guide

How to Use Do The Calculation Calculators: A Practical Step-by-Step Guide

Learn the fastest reliable workflow for using Do The Calculation calculators, reading results, checking formulas, and using save, print, share, and export actions correctly.

How to understand and use this calculator

The difference between ROAS and true marketing ROI

Return on Ad Spend (ROAS) and Return on Investment (ROI) are often used interchangeably, but they measure different things. ROAS is an efficiency metric that compares revenue directly to ad spend, ignoring all other costs. ROI is a profitability metric that measures net profit relative to all campaign expenses.

A campaign with a 400% ROAS can have a negative ROI if the cost of goods sold, shipping, and agency fees exceed the remaining revenue. For a complete look at ecommerce profitability, use the ROAS to ROI calculator, or audit blended channels using the blended marketing ROI (ROMI) calculator.

The campaign ROI and ROAS formulas

ROI and ROAS calculations are modeled using cost, revenue, and conversion variables:

$$\text{Net Profit} = \text{Attributed Revenue} - \text{Campaign Cost}$$

$$\text{ROAS} = \frac{\text{Attributed Revenue}}{\text{Campaign Cost}}$$

$$\text{ROI (\%)} = \frac{\text{Net Profit}}{\text{Campaign Cost}} \times 100$$

$$\text{Cost Per Conversion (CPA)} = \frac{\text{Campaign Cost}}{\text{Conversions}}$$

To ensure mathematical alignment, this calculator features sync logic: changing Average Order Value (AOV) or Conversions updates Attributed Sales Revenue, and vice-versa ($\text{Revenue} = \text{Conversions} \times \text{AOV}$).

Attribution modeling and conversion lag

Attributed revenue depends on your tracking setup (first-click, last-click, or multi-touch attribution). Conversions can also take days or weeks to settle after the ad click (conversion lag). Always evaluate ROI with attribution limits in mind. Try our webinar funnel conversion calculator to model long-cycle funnels.

Related concepts

ROAS

Revenue returned for each dollar of campaign ad spend.

CPA

The average campaign cost required to generate a single conversion.

Conversion Sync

Interconnected updates between conversions, AOV, and revenue.

Frequently Asked Questions

What is a good marketing ROI?+

A 5:1 ratio (400% ROI) is considered strong for most channels, while a 10:1 ratio is exceptional.

How do you calculate marketing ROI?+

Subtract campaign cost from attributed revenue, divide the result by campaign cost, and multiply by 100.

What is the difference between ROI and ROAS?+

ROAS is revenue divided by ad spend; ROI is net profit divided by total campaign costs.

Why does my calculator sync AOV and conversions?+

Because revenue, conversions, and AOV are mathematically linked. Syncing them prevents contradictory inputs.

What is cost per conversion?+

Total campaign cost divided by total conversions, showing the cost to acquire a converting customer.

Should agency fees be included in campaign cost?+

Yes. Any cost incurred to launch and run the campaign should be included in campaign cost to find true ROI.

Can a campaign have a high ROAS but a negative ROI?+

Yes, if non-ad campaign costs (COGS, shipping, fees) exceed the remaining ad revenue.

What is attributed sales revenue?+

The total revenue credited to a marketing campaign based on your tracking and attribution model.

How does conversion lag affect ROI reporting?+

Conversion lag delays conversion recording, making active campaigns look less profitable than they actually are.

What is net profit in marketing?+

Attributed campaign revenue minus total campaign costs.

How do I improve my campaign ROI?+

Optimize ad creatives, target higher-intent audiences, improve landing page conversion, and lower non-ad delivery overheads.

Is ROI a trailing or leading indicator?+

It is a trailing indicator, measuring past performance to guide future budget allocation decisions.

How the calculation works

1Enter attributed campaign revenue or set AOV to auto-calculate revenue from conversions.

2Enter direct ad spend and any additional campaign costs such as creative or agency fees.

3Enter conversions to calculate CPA and revenue per conversion context.

4Use ROAS for media efficiency and ROI for true profit analysis.

How to understand and use this calculator

The difference between ROAS and true marketing ROI

The campaign ROI and ROAS formulas

ROI and ROAS calculations are modeled using cost, revenue, and conversion variables:

$$\text{Net Profit} = \text{Attributed Revenue} - \text{Campaign Cost}$$

$$\text{ROAS} = \frac{\text{Attributed Revenue}}{\text{Campaign Cost}}$$

$$\text{ROI (\%)} = \frac{\text{Net Profit}}{\text{Campaign Cost}} \times 100$$

$$\text{Cost Per Conversion (CPA)} = \frac{\text{Campaign Cost}}{\text{Conversions}}$$

Attribution modeling and conversion lag

Related concepts

ROAS

Revenue returned for each dollar of campaign ad spend.

CPA

The average campaign cost required to generate a single conversion.

Conversion Sync

Interconnected updates between conversions, AOV, and revenue.

Frequently Asked Questions

What is a good marketing ROI?+

A 5:1 ratio (400% ROI) is considered strong for most channels, while a 10:1 ratio is exceptional.

How do you calculate marketing ROI?+

Subtract campaign cost from attributed revenue, divide the result by campaign cost, and multiply by 100.

What is the difference between ROI and ROAS?+

ROAS is revenue divided by ad spend; ROI is net profit divided by total campaign costs.

Why does my calculator sync AOV and conversions?+

Because revenue, conversions, and AOV are mathematically linked. Syncing them prevents contradictory inputs.

What is cost per conversion?+

Total campaign cost divided by total conversions, showing the cost to acquire a converting customer.

Should agency fees be included in campaign cost?+

Yes. Any cost incurred to launch and run the campaign should be included in campaign cost to find true ROI.

Can a campaign have a high ROAS but a negative ROI?+

Yes, if non-ad campaign costs (COGS, shipping, fees) exceed the remaining ad revenue.

What is attributed sales revenue?+

The total revenue credited to a marketing campaign based on your tracking and attribution model.

How does conversion lag affect ROI reporting?+

Conversion lag delays conversion recording, making active campaigns look less profitable than they actually are.

What is net profit in marketing?+

Attributed campaign revenue minus total campaign costs.

How do I improve my campaign ROI?+

Optimize ad creatives, target higher-intent audiences, improve landing page conversion, and lower non-ad delivery overheads.

Is ROI a trailing or leading indicator?+

It is a trailing indicator, measuring past performance to guide future budget allocation decisions.

Marketing ROI Calculator

Inputs

Results

Bookmark this Marketing ROI Calculator

Marketing ROI formulas

How the calculation works

Learn more about this calculation

Paid Media Metrics Guide: CPC, CPM, CTR, CPA, ROAS, and ROI in Plain English

How to Use Do The Calculation Calculators: A Practical Step-by-Step Guide

Marketing ROI Calculator

Inputs

Results

Bookmark this Marketing ROI Calculator

Key output metrics

Campaign Economics

How to understand and use this calculator

The difference between ROAS and true marketing ROI

The campaign ROI and ROAS formulas

Attribution modeling and conversion lag

Related concepts

Frequently Asked Questions

Marketing ROI formulas

How the calculation works

Learn more about this calculation

Paid Media Metrics Guide: CPC, CPM, CTR, CPA, ROAS, and ROI in Plain English

How to Use Do The Calculation Calculators: A Practical Step-by-Step Guide

Key output metrics

Campaign Economics

How to understand and use this calculator

The difference between ROAS and true marketing ROI

The campaign ROI and ROAS formulas

Attribution modeling and conversion lag

Related concepts

Frequently Asked Questions