Marketing ROI calculator

How to calculate marketing ROI

ROI (return on investment) tells you how much your marketing earned compared with what it cost:

ROI (%) = (profit from marketing − marketing costs) ÷ marketing costs × 100

The key thing people often forget: "profit from marketing" is calculated from your margin, not from gross revenue. If marketing brings in 250,000 CZK in sales and your margin is 40 %, your real profit is 100,000 CZK. Only then do you subtract your marketing costs. Without the margin, you inflate your ROI and can easily be losing money even when the numbers look great.

ROI vs. ROAS

ROAS = revenue ÷ costs. It's the gross return and ignores your margin. ROI = real profit compared with costs, as a percentage. A ROAS of 5 can still lose money (with a low margin). ROI tells you the truth about whether your marketing makes money.

FAQ

What is ROI in marketing?

Return on investment: how much your marketing earned compared with what it cost you. An ROI of 100 % means every koruna brought back one extra koruna of net profit.

How do you calculate marketing ROI?

ROI % = (profit from marketing − costs) ÷ costs × 100. Calculate profit from your margin (revenue × margin), not from gross revenue.

What's the difference between ROI and ROAS?

ROAS measures gross revenue per koruna and ignores margin. ROI measures real profit. A ROAS of 5 can hide a loss. ROI can't.

What is a good ROI?

A positive ROI means your marketing makes money. An ROI well above 0 % counts as good. The bar depends on your industry, your margin and the value of repeat purchases.

This calculator shows a one-off return for the period you enter. It doesn't include the value of repeat purchases (LTV) or brand effects, which often push your real ROI even higher. Related tool: ROAS & ad cost share (PNO/ACoS) calculator.