Escrito por James Chae — Cofundador, Expert Sapiens
Revisado junio 2026
Marketing
Definición
Marketing ROI measures the revenue return generated by marketing investments relative to their cost — the fundamental metric for evaluating whether marketing spend is creating value or destroying it.
Marketing ROI is calculated as (revenue attributed to marketing − cost of marketing) ÷ cost of marketing, expressed as a percentage. A campaign that cost $10,000 and generated $50,000 in attributable revenue delivers a 400% ROI (or 4x return). In practice, marketing ROI measurement is complicated by attribution — the challenge of correctly assigning credit to the marketing touchpoints that influenced a purchase across a multi-touch customer journey. Last-click attribution (crediting only the final touchpoint before conversion) is simple but misleading; multi-touch attribution models distribute credit across the full journey but require more sophisticated data infrastructure.
For different types of marketing investment, ROI manifests on different time horizons. Performance marketing (paid search, social ads) produces measurable returns within days or weeks and is relatively easy to attribute. Content marketing and SEO produce compounding returns over months and years — calculating their ROI requires factoring in lifetime traffic value, not just immediate conversions. Brand advertising is the hardest to measure, requiring brand lift studies, share of voice tracking, and long-horizon correlation analysis. Each requires different measurement methodologies.
Return on Ad Spend (ROAS) is a related metric specific to paid advertising: revenue generated per dollar of ad spend. A 4x ROAS means $4 in revenue for every $1 spent on ads. ROAS is easier to calculate than full marketing ROI (which includes agency fees, creative production, and overhead) but also more narrow — a campaign with high ROAS but very high production costs may have poor overall ROI.
Without rigorous ROI measurement, marketing budgets get allocated by politics, habit, and executive intuition rather than evidence. Companies routinely over-invest in high-visibility but low-return channels and under-invest in quieter but highly productive ones. A marketing analytics expert or strategist can implement the tracking infrastructure (UTM parameters, CRM integration, revenue attribution models) that lets you understand which investments are working and make data-driven budget decisions.
For businesses making the case to invest more in marketing — to a board, investors, or a skeptical CFO — credible ROI measurement is the fundamental requirement. Without it, marketing looks like a cost center; with it, it's clearly a profit lever.
Escrito por James Chae — Cofundador, Expert Sapiens
Revisado junio 2026