Marketing ROI calculator for any campaign
This marketing ROI calculator works out the return on a campaign the way finance teams judge it: ROMI, return on marketing investment, compares the gross profit the campaign brought in with everything it cost. Enter the ad spend and other costs, the revenue tracked to the campaign, the share of that revenue you can really credit to it, and your gross margin.
Alongside ROMI it shows the simpler revenue-based ROI many dashboards quote, ROAS, the break-even ROAS and revenue, the customer acquisition cost (CAC) and how many months a new customer takes to pay that back. It suits paid search and social, digital marketing as a whole, email campaigns, events and influencer deals. Everything is calculated in your browser.
How to use the Marketing ROI Calculator (ROMI)
- Choose your currency and enter the media / ad spend and any other campaign costs — agency fees, creative, tools, staff time.
- Enter the revenue from the campaign and the attribution share: 100% if every sale was caused by it, less if some customers would have bought anyway or other channels helped.
- Enter your gross margin — revenue minus the cost of the goods or service, as a percentage.
- Optionally add the new customers won and the monthly revenue per customer to see CAC and payback.
- Read ROMI at the top and compare it with ROAS and the break-even figures below.
Marketing ROI Calculator (ROMI) features
ROMI on gross profit
Uses margin, so a campaign with a high ROAS on a thin margin is not mistaken for a winner.
Attribution share
Credit only the revenue the campaign really caused — useful for multi-channel and email campaigns.
Break-even ROAS and revenue
The revenue and ROAS you need just to cover all the costs.
CAC and payback
Cost per new customer and how many months of margin repay it.
Revenue ROI for comparison
The revenue-based figure many tools report, shown next to ROMI so the difference is clear.
The formulas, with an example
A campaign costs $10,000 in ads plus $2,000 of creative and tools — $12,000 in total. It is credited with $60,000 of sales, but you judge that 80% of them were caused by it, so attributed revenue is $48,000. At a 40% gross margin that is $19,200 of gross profit.
ROMI = ($19,200 − $12,000) ÷ $12,000 = 60%. The revenue-based ROI would say ($48,000 − $12,000) ÷ $12,000 = 300%, which overstates the return because it ignores the cost of what was sold. ROAS = $48,000 ÷ $10,000 = 4.8×. To break even the campaign needs $12,000 ÷ 40% = $30,000 of attributed revenue, a break-even ROAS of 3.0×. With 120 new customers, CAC = $100; at $50 a month per customer and 40% margin, payback takes 100 ÷ 20 = 5 months.
| Measure | Formula |
|---|---|
| ROMI | (attributed revenue × margin − total cost) ÷ total cost |
| Revenue ROI | (attributed revenue − total cost) ÷ total cost |
| ROAS | attributed revenue ÷ ad spend |
| Break-even ROAS | total cost ÷ margin ÷ ad spend (1 ÷ margin with no other costs) |
| CAC | total cost ÷ new customers |
| CAC payback | CAC ÷ (monthly revenue per customer × margin) |
Getting the inputs right
- Attribution: last-click reports give all the credit to one channel. If you can, compare with a hold-out group or a period without the campaign and enter the uplift as the attribution share.
- Email marketing: costs are mostly the platform, design and list management, so ROI is often high — but sales to existing customers who would have bought anyway should be discounted with the attribution share.
- Long buying cycles: measure over a period long enough for sales to close, or use the lead generation ROI calculator for lead-based campaigns.
- Repeat customers: a first order rarely tells the whole story; the customer lifetime value calculator helps decide what CAC you can afford.
Related calculators
For ad accounts alone, the ROAS calculator adds target ROAS and spend planning; the ad budget planner works back from a sales target. To compare investments over time with annualised returns, use the ROI calculator.
Marketing ROI Calculator (ROMI) FAQ
How do you calculate marketing ROI?
Subtract the campaign cost from the gross profit it produced, divide by the cost and multiply by 100. $19,200 of gross profit on $12,000 of cost is a marketing ROI (ROMI) of 60%.
What is the difference between ROMI and ROAS?
ROAS divides revenue by ad spend and ignores margin and other costs. ROMI uses gross profit and the full campaign cost, so it shows whether the campaign actually made money.
What is a good marketing ROI?
Anything above 0% ROMI covers its costs. Many businesses look for a revenue-to-cost ratio of 5:1 (a 400% revenue ROI), but the right bar depends on your margin, so check the break-even ROAS here.
How do I calculate email marketing ROI?
Enter platform, design and staff costs as the cost, the revenue tracked to the emails, an attribution share for buyers who would have purchased anyway, and your margin.
What is break-even ROAS?
The ROAS at which gross profit exactly covers the cost: 1 ÷ margin when ad spend is the only cost. At a 40% margin it is 2.5×.
Is CAC the same as cost per acquisition?
Close: CAC usually counts all marketing and sales costs per new customer, while CPA in ad platforms often counts only media spend per conversion.