ROAS, marketing ROI and MER calculator
Three ways to measure marketing returns — and why they answer different questions. It opens on a worked example — change any number. Nothing you enter is saved.
Marketing ROI
60%
- ROAS
- 4×
- MER (marketing efficiency ratio)
- 5×
ROAS: Revenue per $1 of ad spend; ignores margins.
The formula
- ROAS = revenue attributed to ads ÷ ad spend
- Marketing ROI = (gross profit attributed to marketing − marketing cost) ÷ marketing cost × 100
- MER = total revenue ÷ total marketing spend
How to read it
ROAS is handy for comparing campaigns, ROI tells you whether marketing is actually profitable, and MER gives a whole-business view that doesn't depend on attribution.
Definitions, a full worked example and common pitfalls are in our guide: ROAS vs. Marketing ROI vs. MER: How to Measure Marketing Returns.
General information, not accounting, tax or financial advice. Definitions vary between companies — match the formula to how your own systems count.