ROI Calculator

Calculate return on investment (ROI) as a percentage and in absolute profit from what you spent and what you got back.

$
$
ROI150%
Net profit
$18,000.00
Return multiple · Return ÷ investment
2.50×

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Formula

ROI (%) = (Return − Investment) ÷ Investment × 100
Net profit = Return − Investment
Return multiple = Return ÷ Investment

How to read ROI

ROI expresses profit as a percentage of what you put in. An ROI of 150% means every unit invested came back as 2.5 units: the original 1 plus 1.5 of profit. Unlike ROAS, ROI subtracts the investment before dividing, so a 100% ROI and a 2× return multiple describe the same outcome.

For marketing, decide up front what counts as investment. Media spend alone gives media ROI; media plus tooling, creative and people gives a fully loaded ROI that is usually lower but far more honest when comparing channels against hiring or product work.

Frequently asked questions

What is the difference between ROI and ROAS?
ROAS = revenue ÷ ad spend and ignores every other cost and margin. ROI = (return − investment) ÷ investment and can include product cost, fees and overhead. A campaign can have a 3× ROAS and a negative ROI if gross margin is thin.
Can ROI be negative?
Yes. Any time the return is smaller than the investment, ROI is below 0%. A −100% ROI means the entire investment was lost with nothing back.
Should I annualise ROI?
Only when comparing investments with different time horizons. A 20% ROI over three months and a 20% ROI over three years are very different outcomes; annualising converts both to a per-year rate so they can be compared.
ROAS CalculatorCalculate ROAS from ad spend and revenue, and find the break-even ROAS your campaigns must clear given your gross margin.Margin CalculatorCalculate gross margin percentage, markup percentage and profit per unit from cost and selling price. Understand the difference between margin and markup.CPM CalculatorCalculate CPM (cost per 1,000 impressions) from ad spend and impressions, or work out how many impressions a budget buys at a given CPM.