ROI Calculator
Calculate the return on investment for any spend — marketing campaigns, equipment, training, or any business investment. Enter your total gain and total cost.
How it's calculated
ROI = (Gain − Cost) ÷ Cost × 100Net profit = Gain − Cost
Frequently Asked Questions
- What is a good ROI for marketing?
- The common benchmark is 5:1 — £5 back for every £1 spent, which is a 400% ROI. Exceptional campaigns reach 10:1 or better. Below 2:1, or 100% ROI, there may be very little left once overheads are covered. Treat these as starting points rather than targets. What counts as good depends on your margins and how much of the return you keep.
- What should I include in the "cost" figure?
- Include every direct cost: media spend, agency and freelancer fees, creative production, software tools, and a fair share of staff time. Staff time is the one most often left out, and it is rarely small. Underestimating cost inflates your apparent ROI, which leads to putting more money into channels that are not actually working.
- How is ROI different from ROAS?
- ROAS measures revenue per pound of ad spend and ignores every other cost. ROI measures profit against total investment, including production, tools and staff time. Because of that, a campaign can show a healthy ROAS and still lose money once real costs are counted. Use ROAS to optimise inside an ad platform. Use ROI to decide whether the campaign was worth running.