Free Tool · Marketing ROI
Work out your marketing ROI, honestly.
A structured framework for thinking through your marketing return — including the honesty about what can and can’t be cleanly measured.
Rather than a false-precision calculator, this is a framework to reason through your return properly. Work through each layer — the honest picture usually sits between the easily-measured and the truly-valuable.
The measurable return
Start with what you can track directly: revenue clearly attributable to marketing, divided by the cost to generate it. For performance channels this is reasonably clean — conversions, cost per acquisition, return on ad spend. Note it, but know it’s only part of the picture.
The attribution honesty check
Ask how much of your ‘attributed’ return would have happened anyway, and how much brand-building drove results you’re crediting to the last click. This adjustment is uncomfortable but essential — most naive ROI numbers overcredit the bottom of the funnel.
The brand contribution
Account for the return that doesn’t show in attribution: the demand your brand-building creates before people are ready to buy, the trust that lifts conversion everywhere. It’s harder to quantify but real — ignore it and you’ll systematically under-invest in what compounds.
The time horizon
Decide the window you’re measuring over. Short windows flatter performance and penalise brand. A fair ROI picture uses a horizon long enough to capture the compounding effects, not just this month’s conversions.
Go deeper: the full ROI guide · attribution models · media ROI.