How this ROI calculator works
This calculator measures Return on Investment (ROI) by comparing how much revenue your marketing generated against how much you invested.
It provides a fast, high-level view of campaign profitability and is ideal for comparing performance across channels, time periods, or individual initiatives.
How to use this calculator
- Enter your total marketing investment.
- Enter the total revenue generated from that investment.
- The calculator will instantly return your ROI as a percentage.
ROI formula
[ ROI = \frac{(Revenue - Investment)}{Investment} \times 100 ]
What is a good ROI?
- Below 100% — Underperforming (spending more than you earn)
- 100% – 300% — Healthy for most B2B marketing teams
- 300%+ — Outstanding performance
Benchmarks vary by industry, channel, and business model, but many B2B companies target an ROI between 200% and 300%.
Why ROI matters in marketing
- Measures true campaign profitability
- Helps prioritize high-performing channels
- Supports data-driven budget decisions
- Provides a clear metric for stakeholder reporting
When ROI alone is not enough
While ROI is a powerful metric, it does not account for:
- Customer lifetime value (LTV)
- Payback period
- Brand or demand-generation impact
For deeper analysis, ROI should be combined with metrics like CAC, LTV, and conversion rates.
Frequently Asked Questions
How do you calculate marketing ROI?
Marketing ROI is calculated by subtracting the total investment from the revenue generated, dividing the result by the investment, and multiplying by 100 to get a percentage.
What is a good ROI for marketing campaigns?
A good marketing ROI typically ranges between 100% and 300% for most B2B businesses. Higher-performing campaigns can exceed 300%, while lower ROI may indicate inefficiencies or early-stage testing.
Is this ROI calculator suitable for B2B marketing?
Yes. This calculator is well suited for B2B marketing, SaaS, and service-based businesses where ROI is used to compare channels, campaigns, and budget allocation.
What does a negative ROI mean in marketing?
A negative ROI means the campaign generated less revenue than the amount invested. This can indicate poor performance, but it may also occur in early-stage or brand awareness campaigns with longer-term payback.
Does this ROI calculator include customer lifetime value (LTV)?
No. This calculator focuses on short-term revenue versus investment. For long-term profitability analysis, LTV and CAC should be evaluated separately.
