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ROI = (net profit / cost of investment) × 100%. Annualized ROI = (1 + ROI)^(1/years) − 1. ROI ignores timing—$100 gain in 1 year vs. 10 years are both 100% ROI but very different annualized returns. For investments with ongoing cash flows, use IRR. Marketing ROI should account for attribution lag, customer lifetime value, and marginal cost of capital.
Simple ROI on cash invested: (ending − initial − fees) / initial. Does not annualize or account for time held.