ROI Calculator
Calculate the return on investment for any project, campaign, or business expense — including annualized ROI and payback period.
What Is a Good ROI for a Small Business?
A "good" ROI varies by industry, risk level, and time horizon. For context, the S&P 500 returns roughly 10% annually over the long run. Small business owners typically expect significantly higher returns — often 15%–30% — to compensate for the additional risk and effort involved.
For marketing investments specifically, a 5:1 revenue-to-spend ratio (ROAS of 5x, or 400% ROI) is often cited as the benchmark for a strong campaign. Google Ads campaigns that perform well typically hit 200%–800% ROI depending on the industry.
How to Track Marketing ROI
Use UTM parameters and conversion tracking
Tag every campaign URL with UTM parameters and set up goals in Google Analytics to tie revenue back to specific campaigns, channels, and ads.
Track customer lifetime value, not just first purchase
A campaign that breaks even on the first sale may be highly profitable when you factor in repeat purchases and referrals over time.
Attribute revenue across multiple touchpoints
Most customers interact with multiple channels before converting. Use multi-touch attribution models to understand which channels are driving the most value.