Что такое Marketing ROI?

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.