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What is ROI (RETURN OF INVESTMENT) and what role does it play in the marketing process?

■ ROI shows you how profitable your marketing investments are, helping you understand what works best.
■ Using an ROI calculator, such as the one from re7consulting, simplifies analysis of the effectiveness of your digital campaigns.
■ By carefully managing your costs and optimising your marketing strategies, you can maximise your return on investment.

What is ROI? (return on investment)

In today’s dynamic business world, understanding and applying the concept of ROI (Return of Investment) is becoming a central pillar in effective marketing strategies. ROI is not just a financial metric; it is a vital indicator that reflects the success of investments made, whether we are talking about marketing campaigns, equipment purchases or new product launches. It measures how effective an investment is in terms of revenue generation, thus providing a solid basis for informed strategic decisions. In the context of marketing services, every euro spent is intended to add value to the business, whether it is increasing brand awareness, attracting new customers or retaining existing ones.

We decided to dedicate a detailed article to this topic in order to demystify the concept of ROI and highlight its crucial importance in the marketing process. In a digital age, where accurate data and measurement dominate business decisions, a thorough understanding of ROI provides a clear perspective on the effectiveness of marketing investments. This is essential not only to justify allocated budgets, but also to optimise marketing strategies to maximise ROI. By explaining this term in detail, we aim to provide our readers – whether they are marketing managers, business owners or specialists in the field – with the tools they need to correctly interpret the results of their campaigns and make evidence-based decisions that will lead to the success of their business in a competitive environment.

What is the ROI of digital marketing campaigns?

ROI (Return on Investment) in the context of digital marketing campaigns is a key indicator that measures the effectiveness of investments in various digital channels. It calculates the ratio between the net revenue generated by campaigns and the total costs involved in running them. In the digital age, where the spectrum of marketing channels is rapidly expanding, from social media advertising to email marketing campaigns and SEO optimisation, the ability to correctly measure ROI becomes essential. Not only does this metric provide a clear picture of the financial performance of campaigns, but it also serves as a valuable guide for the efficient allocation of resources. Digital marketing agencies, in particular, rely on this metric to identify strategies that generate the greatest return, allowing them to continually adjust and optimize marketing efforts based on hard data, not just intuition.

The difference between ROI and ROAS

The difference between ROI (Return on Investment) and ROAS (Return on Advertising Spend) is fundamental, but often unclear to many marketing professionals. While ROAS focuses solely on the efficiency of advertising spend, measuring revenue generated for every dollar spent on advertising, ROI provides a broader perspective on profitability. ROI takes into account all costs associated with a marketing campaign, not just advertising spend, including costs such as creative development, marketing platform payments, team salaries and any other direct and indirect expenses. Therefore, while ROAS can indicate the immediate effectiveness of advertising spend, ROI provides a complete picture of the financial performance of a campaign or marketing strategy as a whole. Understanding this difference is crucial for marketers, as it allows them to assess not only how well advertising is working, but also how profitable their marketing investments are in the broader context of their business objectives.

Read more about ➡️More than ROAS

How is ROI calculated? Its formula

Calculating ROI (Return on Investment) is an essential procedure for assessing the financial effectiveness of an investment, whether it is marketing projects, equipment purchases or business development initiatives. This indicator gives a clear overview of the return, expressing the gains generated in relation to the amount invested. To get a complete picture of investment performance, ROI is often presented as a percentage, making it easier to compare different investments or business decisions.

To calculate ROI, it is necessary to follow a few simple steps, which involve determining the net return and the total cost of the investment. Here is how you can do it:

Identify the net return on investment: This is obtained by deducting all costs associated with the investment from the total revenue generated. Costs may include initial acquisition or implementation costs, operating costs, taxes and any other expenses directly related to the investment.

Taking into account the initial investment cost: This is the total amount spent to start up the project or acquire the asset. It is essential to include all relevant costs in order to have a correct basis for calculation.
Applying the ROI calculation formula: Once you have all the necessary data, you can calculate the ROI using the following formula:

ROI=(Net Profit – Initial Investment Cost)/(Initial Investment Cost) X 100

Let’s take a concrete example to illustrate this process: Suppose you invested 50.000 lei in a marketing campaign and, as a result, you obtained additional revenues of 70.000 lei. The net profit is calculated by subtracting the initial investment from the total revenue, i.e. 70,000 lei – 50,000 lei = 20,000 lei. Applying the ROI calculation formula, we obtain:

ROI = 20.000/50.000 X 100= 40 % = 40

An ROI of 40% indicates that the investment was profitable, generating a return of 40 lei for every 100 lei invested. Such a positive result suggests that the strategy adopted was effective, but it is important to assess other aspects, such as the risks involved or alternative investment opportunities, in order to have a complete picture of the investment decision.

Marketing channels and ROI ratio

In recent years, digital transformation has fundamentally changed the marketing landscape, with a focus on digital channels such as SEO (Search Engine Optimization), content marketing and social media. Research and analysis consistently shows that these digital channels can deliver a significantly higher ROI (Return on Investment) than traditional channels such as TV, radio or print advertising. One of the main advantages of digital marketing is the ability to segment target audiences with remarkable precision, allowing brands to target their messages to specific groups of consumers with well-defined interests and behaviours. This not only improves the effectiveness of campaigns, but also optimises marketing spend, ensuring that every dollar invested generates maximum impact.

What’s more, digital channels offer the opportunity for detailed performance analysis, providing valuable data on conversion rates, user engagement and campaign ROI. These insights allow marketers to quickly adjust strategies and allocate resources effectively, maximising ROI. For example, SEO can drive high-quality organic traffic to the site, while content marketing builds brand authority and generates leads. Social media, on the other hand, increases visibility and engagement, contributing significantly to increased sales and customer loyalty.

Ways to calculate ROI in marketing

Calculating ROI in marketing can be approached through various methods, each offering unique insights into the effectiveness of campaigns.

Using the cost ratio to determine ROI: This traditional method focuses on directly calculating ROI by comparing the revenue generated by a campaign with the associated costs. By analyzing this ratio, companies can determine how effective the investment in a particular marketing campaign was. This approach is straightforward and easy to understand, providing a clear picture of financial performance.

Use direct and indirect revenue attribution: As digital marketing becomes increasingly complex, attribution methods are evolving to reflect this complexity. Revenue attribution can be direct (where revenue can be directly attributed to a particular campaign or marketing action) or indirect (where campaigns contribute to revenue in a less direct way, such as increasing brand awareness). This approach allows marketers to understand not only the immediate effect of campaigns, but also the long-term impact of different marketing channels on consumer behaviour. By identifying each channel’s specific contribution to revenue generation, companies can optimise the marketing mix to maximise overall ROI.

These methods for calculating marketing ROI provide a solid basis for evaluating campaign effectiveness and making informed strategic decisions. By adapting and combining these approaches, companies can gain an in-depth understanding of the performance of their marketing investments, leading to more effective strategies and improved profitability.

Use re7consulting’s ROI calculator

For more accurate and rapid analysis, using an ROI calculator, such as the one offered by re7consulting, can significantly simplify the process of calculating and interpreting data.

The re7consulting marketing agency stands out with a unique and extremely valuable offer for its clients: an ROI calculator integrated on the website. This innovative tool is an essential resource for anyone interested in marketing services, providing a simple and efficient way to estimate the potential return on investment of digital marketing campaigns.

Why is re7consulting’s ROI calculator unique?

The ROI calculator allows users to enter specific data related to their planned or ongoing campaigns and receive quick estimates of their ROI.

How does the ROI calculator work?

Users are guided through a simple and intuitive process where they enter information such as total campaign cost, expected revenue and other relevant variables. Based on this data, the calculator estimates the ROI, thus providing a solid basis for strategic decision-making. This functionality not only saves valuable time, but also reduces the complexity of the calculation process, making the analysis accessible even for those without advanced financial training.

Challenges of ROI calculation in marketing

Calculating ROI in marketing can be complex, as not all revenue can be directly attributed to marketing campaigns. Also, factors such as brand awareness and customer loyalty indirectly influence financial performance, thus complicating ROI calculation.

Tips for choosing the right metrics and optimising ROI in digital marketing

Website performance is crucial, as an optimised website can more effectively convert visitors into customers.

CLV (Customer Lifetime Value) provides insight into the long-term value of customers, essential for optimizing marketing strategies.

Active monitoring of Google Ads campaigns and other forms of pay-per-click advertising is vital for continuous performance adjustment and improvement.

Identifying all relevant metrics for your business is essential for a comprehensive ROI analysis.

What are the most common marketing costs?

Advertising: This includes the costs associated with advertising campaigns on various channels such as social networks, search engines, digital signage and traditional advertising. Investment in advertising is essential to increase visibility and attract new customers.

Content creation: Developing valuable and relevant content, such as blog articles, videos, infographics and case studies, requires significant resources. This can include production costs, fees for content creators and distribution expenses.

SEO optimization: To improve online visibility and attract organic traffic, companies invest in search engine optimization (SEO). This can involve keyword analysis, website optimisation and SEO-optimised content creation.

Marketing software and tools: Digital tools, such as marketing automation platforms, analytics tools, CRM (Customer Relationship Management) and design software, are vital for streamlining and monitoring marketing campaigns.

Human resources: The salaries of the marketing team, including SEO specialists, campaign managers, graphic designers and data analysts, represent a significant portion of the marketing budget.

Efficient management of these costs, through continuous performance evaluation and strategy adjustment, is crucial to maximising ROI and ensuring the long-term success of marketing campaigns.


Thorough understanding and accurate calculation of ROI is fundamental to effectively navigating the marketing world. These processes not only allow companies to evaluate the success of past investments, but also provide a solid foundation for future strategic planning. By measuring the performance of marketing investments, organizations can identify the most profitable channels and tactics, adjusting their approaches to optimize profitability. Ultimately, marketing success relies on a combination of creativity, strategy and rigorous data analysis. Companies that embrace a data-driven approach, focusing on measuring and continuously improving ROI, position themselves for success in an increasingly competitive business landscape.

ROI and ROAS, without the hassle?

Take a look at the re7consulting website. On our platform you’ll find a super intuitive ROI and ROAS calculator, ready to make your life easier. It helps you to see how effective your digital marketing campaigns are, without complications and with a lot of confidence. Let’s discover together how you can fine-tune your marketing strategies for top results. What do you say, are you ready to take the next step to success with our marketing services?

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