Marketing ROI Calculator
Calculate marketing ROI from attributed revenue after gross margin, campaign spend, and other campaign costs. The result also displays revenue ROAS so the two metrics are not confused.
Written and checked by TheToolNet Editorial Team · Last reviewed: September 27, 2026 · Editorial method
Marketing ROI = (attributed revenue × gross margin − campaign costs) ÷ campaign costs.
Calculate marketing ROI
ROI is not the same as ROAS
Return on ad spend (ROAS) divides attributed revenue by ad spend. It does not account for product costs or other campaign costs. Marketing ROI measures profit relative to cost, so this calculator applies the entered gross margin before subtracting campaign costs.
Attribution is the difficult part
The arithmetic is simple; deciding which revenue the campaign caused is not. Compare attribution windows and models, exclude returns and cancellations, and separate new-customer value from repeat orders. Run a conservative range when incrementality is uncertain.
Worked example
For 50,000 of attributed revenue at a 60% gross margin, attributed gross profit is 30,000. If total campaign cost is 12,000, net campaign profit is 18,000 and ROI is 150%. ROAS uses only 50,000 ÷ 10,000 = 5×.
Related business calculations
Use the gross margin calculator to estimate the margin input, then test the sales volume needed with the break-even point calculator.
Frequently asked questions
Can ROI exceed 100%?
Yes. A 100% ROI means net profit equals campaign cost; 150% means net profit is 1.5 times cost.
Should staff time be included?
Include it when you want a full campaign-cost view. The narrower ad-platform ROAS metric normally excludes it.