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ROAS calculator
Calculate return on ad spend and see how much revenue you generate for every euro spent.
CALCULATE ROAS
ROI calculator
Calculate return on investment, net profit and the profitability of your marketing activities. Enter revenue and costs, and the ROI calculator will automatically show the return on your investment.
Calculate ROI
Calculate return on investment and the profitability of your marketing campaign.
Revenue
Total campaign-generated revenue during the period analysed.
€
Marketing investment
Total amount spent on Meta Ads, Google Ads or other advertising platforms.
€
Fees paid to an agency, freelancer or in-house team for campaign management.
€
Photography, video, design and creative content production costs.
€
Costs of marketing tools, software, platforms and other subscriptions.
€
Additional campaign costs not covered by the previous fields.
€
Enter your details to calculate ROI.
What is ROI?
ROI (Return on Investment) measures how profitable an investment was relative to its cost. In digital marketing, ROI helps determine whether campaign revenue and profit justified spending on advertising, production, campaign management and other related costs.
ROI assesses results relative to investment rather than revenue alone. This can provide a clearer view of the financial efficiency of marketing activities.
How is ROI calculated?
To calculate ROI, subtract relevant costs from the revenue generated, divide the resulting profit by the investment and multiply by 100 to express the result as a percentage.
ROI (%) = (net profit ÷ total investment) × 100
For example, if you invested €1,000 in a campaign and generated €2,000 in net profit after relevant costs, your ROI is 200%. This means your profit is twice the initial investment.
What do positive and negative ROI mean?
Positive ROI
A positive ROI means the result exceeds the investment and costs included in the calculation. A higher ROI indicates a greater return relative to the capital invested.
ROI of 0%
An ROI of 0% is the break-even point based on the data entered. The result covers the costs included in the calculation, with no profit or loss.
Negative ROI
A negative ROI means the investment did not recover the costs included in the calculation. In digital marketing, it may signal a need to review costs, profit margins, conversions, customer acquisition costs and campaign efficiency.
ROI vs ROAS — what is the difference?
ROI and ROAS measure different aspects of performance. ROAS compares revenue with ad spend, while ROI assesses investment profitability relative to the costs included in the calculation.
To see how much revenue you generate for every euro spent directly on ads, use our ROAS calculator. For a broader view of investment profitability, the ROI calculator is more suitable.
Why does ROI matter in digital marketing?
Clicks, impressions and conversions can show how a campaign performs, but they do not always answer the key business question: did the investment pay off? ROI connects marketing results with costs and supports budget decisions.
Tracking ROI makes it easier to compare campaigns, channels and periods, identify more profitable activities and decide where to increase, reduce or reallocate your marketing budget.
Which costs should be included in ROI?
For a more accurate calculation, ad spend alone may not be sufficient. Depending on the purpose of your analysis, ROI can include other costs directly associated with the campaign and its results.
- Meta Ads, Google Ads and other advertising costs
- agency or campaign management costs
- photography, video, design and content production
- marketing tools and software
- product or service delivery costs
- payment fees
- delivery and logistics
- refunds and returns
- other relevant costs
The costs to include depend on what you want to measure. When comparing campaigns, the most important factor is using a consistent calculation method.
How can you improve digital marketing ROI?
A higher ROI does not necessarily require a larger budget. Improvements can come from better targeting, stronger ads, optimised landing pages, higher conversion rates, lower customer acquisition costs and a higher average order value.
Analyse the full customer journey, from the first interaction with an ad to purchase. A campaign may generate quality traffic, but poor user experience, a slow website or complicated checkout can significantly reduce the final return on investment.
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