ROI

ROI - Return on Investment, return on investment: (return on investment - investment) ÷ investment × 100%. In the context of marketing, ROI takes into account not only the advertising budget, but also the cost of the product, operating expenses, and taxes.

The main difference from ROAS: ROAS counts revenue, ROI — profit. ROAS 5x can mean ROI 50% or ROI −20% - it all depends on margins and expenses.

I rarely work with ROI at the individual campaign level because the client usually doesn't have a complete spend model for each channel. ROI is considered at the level of the entire business or at the level of the quarterly plan. At the level of an individual campaign, I look at ROAS + related metrics (LTV, payback period).

In the ROI presentation cases there is a powerful argument: “invested 1M ₽, received 3.5M ₽ profit.” This is the level of conversation with the CEO/CFO, not with the marketing team.

ROAS / ROMI calculator (next to it - the same arithmetic) →