ROMI: return on marketing investment
ROMI (Return on Marketing Investment) is the contribution profit above advertising spend for each unit of ad spend: (contribution − spend) ÷ spend.
Formula
ROMI = (contribution before advertising − advertising spend) ÷ advertising spend × 100%
Contribution is measured before ad spend is deducted. ROMI of 0% means advertising returned its budget but added no profit.
- Contribution — contribution attributed to advertising before ad spend (₽)
- Spend — advertising budget for the period (₽)
Worked example
- Contribution before advertising: 180 000 ₽
- Advertising spend: 120 000 ₽
- ROMI = (180,000 ₽ − 120,000 ₽) ÷ 120,000 ₽ × 100%
Result: 50%.
How to interpret it
- ROMI of 50% means 60,000 ₽ of contribution above the budget; ROMI of −25% means a 30,000 ₽ loss.
- Negative ROMI is a meaningful result, not an input error: it shows the size of the loss.
Common mistakes
- Using revenue instead of contribution calculates ROAS, not ROMI.
- Ignoring variable costs and taxes overstates contribution.
- Attributing all revenue to advertising without an attribution model.
Calculate with your own data
The calculation runs in your browser; the example link restores its values in the calculator. Our calculation methodology documents formula versions, units and rounding.
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Editorial team: MARKMA Editorial Team. Reviewed: .