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Marketing ROI Calculator

Sanity-check a campaign before — or after — you run it. Enter total campaign spend and the incremental monthly profit it generated; ROIify returns ROI %, payback and an annualised figure.
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Quick ROI Calculator

Rough baseline. The full modeler factors in running costs, tax & depreciation.

Horizon

Net gain (12 mo)

+£20,000

Payback

4.0 mo

Total ROI (indicative)

+200.0%

Annualised

+200.0%

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The marketing ROI formula

Marketing ROI % = ((Gross profit from campaign − Campaign cost) ÷ Campaign cost) × 100

Use gross profit (revenue × margin), not revenue. Include media, agency, creative and tooling in the cost.

Worked example — £6,000 Google Ads test

A plumbing firm spends £6,000 over 3 months on Google Ads. Attributed jobs add £4,200 net profit per month for the next 12 months (because the customers keep coming back).

  • Payback: ~1.4 months
  • Total ROI (12 mo): +740%
  • Annualised: ~740% per year

Brand vs performance

Performance marketing (search, retargeting) usually pays back in weeks. Brand (SEO, PR, content) pays back in months but compounds. Use a 24- or 36-month horizon for brand to avoid undervaluing it.

Frequently asked questions

What is marketing ROI?⌄

Marketing ROI is the extra gross profit generated by a campaign divided by what the campaign cost, expressed as a percentage. ‘Cost’ should include media spend, agency fees and any production costs.

Should I use revenue or profit?⌄

Always profit (revenue × gross margin). A 4× return on revenue can still be a loss if your gross margin is 20%.

What’s a ‘good’ marketing ROI?⌄

For paid acquisition, a 3× return on ad spend (ROAS) on gross profit is a healthy floor for most UK SMEs. For brand and content, expect longer payback — measure over 6–12 months.

How do I handle attribution?⌄

Use a consistent window (e.g. 30-day post-click + 1-day view) and stick to it. The quick calculator assumes you’ve already attributed the incremental profit.

Go deeperOpen the full industry modeler