How to measure ad ROI
Compare campaign profit with campaign spend.
1
Enter attributed revenue
Use a consistent attribution window such as 7-day click.
2
Add all ad spend
Include platform fees and agency or creative costs tied to the campaign.
3
Deduct direct costs
Product and fulfilment costs turn revenue into profit.
What does this tool do?
Ad ROI compares the profit a campaign generates with the money spent to run it. Unlike revenue-based ROAS, it deducts direct costs, so it shows whether the campaign actually added profit.
The Formula
ROI = (Revenue − Ad spend − Other direct costs) ÷ Ad spend × 100Frequently Asked Questions
How is ad ROI different from ROAS?
ROAS is revenue divided by ad spend and ignores costs. ROI subtracts direct costs as well, so it reflects profit and is usually a harsher, more useful test.
What counts as other direct costs?
Include product cost, shipping, payment fees and any cost incurred only because the sale happened. Do not include fixed overhead that would exist without the campaign.