{"id":43943,"date":"2026-03-04T11:18:36","date_gmt":"2026-03-04T10:18:36","guid":{"rendered":"https:\/\/www.ie.edu\/uncover-ie\/?p=43943"},"modified":"2026-03-25T15:59:29","modified_gmt":"2026-03-25T14:59:29","slug":"what-is-roi-ie-business-school","status":"publish","type":"post","link":"https:\/\/www.ie.edu\/uncover-ie\/what-is-roi-ie-business-school\/","title":{"rendered":"What is ROI and how do you calculate return on investment?"},"content":{"rendered":"<\/span> 5<\/span> min read<\/span><\/span>\n

Return on investment is one of the quickest ways to compare options using the same baseline: money out, money back in. We tend to shorten the term to ROI, which gives us a quick way to talk about profitability by comparing the gain (or loss) from an investment to its cost. It is usually expressed as a percentage.<\/p>\n\n\n\n

It’s often used for short-term decisions like marketing spend, sales initiatives, process changes, or small operational investments. For longer-term projects with multi-year cash flows, you usually complement ROI with metrics like NPV or IRR, because timing matters.<\/p>\n\n\n\n

Key takeaways<\/h2>\n\n\n\n

1. It measures profit or loss relative to the cost of an investment.
2. The basic formula is: ((gain \u2212 cost) \/ cost) \u00d7 100<\/strong>.
3. It can be positive or negative and it is commonly shown as a percentage.
4. It doesn’t account for time on its own, so annualized ROI or NPV\/IRR can be useful for longer horizons.<\/p>\n\n\n\n

What is ROI in business?<\/h2>\n\n\n\n

ROI in marketing<\/h3>\n\n\n\n

Used to evaluate campaign performance, channel mix, events, content programs or lifecycle initiatives.<\/p>\n\n\n\n

ROI in operations<\/h3>\n\n\n\n

Used to evaluate process improvements, automation, systems changes, or efficiency projects where the \u201creturn\u201d is cost savings or time reclaimed.<\/p>\n\n\n\n

ROI in technology<\/h3>\n\n\n\n

Used to evaluate software, tooling, data projects, or platform changes where costs include implementation and ongoing maintenance.<\/p>\n\n\n\n

ROI in people investment<\/h3>\n\n\n\n

Used to evaluate training, hiring programs, or productivity initiatives where returns may be tied to performance outcomes and retention.<\/p>\n\n\n\n

How do you calculate ROI?<\/h2>\n\n\n\n

So, calculating return on investment requires two inputs: the return<\/strong> you attribute to the investment and the total cost<\/strong> of the investment.<\/p>\n\n\n\n

The standard ROI formula<\/h3>\n\n\n\n

ROI (%) = ((Gain from investment \u2212 Cost of investment) \/ Cost of investment) \u00d7 100<\/strong><\/p>\n\n\n\n

You will also see:<\/p>\n\n\n\n

ROI (%) = (Net profit \/ Cost of investment) \u00d7 100<\/strong><\/p>\n\n\n\n

Both are describing the same structure. The key is that \u201cnet profit\u201d already reflects gain minus costs.<\/p>\n\n\n\n

What counts as \u201cgain\u201d in ROI?<\/h3>\n\n\n\n

Your \u201cgain\u201d should match the decision you are trying to evaluate.<\/p>\n\n\n\n

Revenue<\/h4>\n\n\n\n

Revenue can work for simple cases, but it often overstates return on investment because it ignores margin.<\/p>\n\n\n\n

Gross profit<\/h4>\n\n\n\n

Gross profit is common for marketing ROI because it accounts for cost of goods and gives a clearer view of contribution.<\/p>\n\n\n\n

Cost savings<\/h4>\n\n\n\n

Cost savings can be used when the investment reduces expenses, labor hours, churn, or rework. The savings need a clear baseline and a credible method.<\/p>\n\n\n\n

What counts as \u201cinvestment cost\u201d in ROI?<\/h3>\n\n\n\n

Direct costs<\/h4>\n\n\n\n

Media spend, vendor invoices, commissions, fees, software subscriptions, equipment purchases.<\/p>\n\n\n\n

Implementation costs<\/h4>\n\n\n\n

Setup, integration, onboarding, training, internal project time.<\/p>\n\n\n\n

Ongoing costs<\/h4>\n\n\n\n

Maintenance, renewal fees, staffing requirements, operating costs linked to the investment.<\/p>\n\n\n\n

ROI can be annualized when the timeframe differs<\/h3>\n\n\n\n

If two investments run over different time periods, basic ROI can be misleading. Annualized ROI adjusts ROI to a one-year rate using compounding.<\/p>\n\n\n\n

What is an ROI example?<\/h2>\n\n\n\n

Simple ROI example<\/h3>\n\n\n\n

A team spends $20,000<\/strong> on an initiative. Which means it generates $30,000<\/strong> in profit attributed to the initiative over the measurement period.<\/p>\n\n\n\n

Gain = $30,000<\/strong><\/p>\n\n\n\n

Cost = $20,000<\/strong><\/p>\n\n\n\n

Net gain = $10,000<\/strong><\/p>\n\n\n\n

Return on investment = (10,000 \/ 20,000) \u00d7 100 = 50%<\/strong><\/p>\n\n\n\n

ROI example using cost savings<\/h3>\n\n\n\n

A company invests $50,000<\/strong> in a workflow automation project. Over 12 months, it avoids $80,000<\/strong> in contractor costs.<\/p>\n\n\n\n

Gain = $80,000 (measured savings)<\/strong><\/p>\n\n\n\n

Cost = $50,000<\/strong><\/p>\n\n\n\n

Net gain = $30,000<\/strong><\/p>\n\n\n\n

Return on investment = (30,000 \/ 50,000) \u00d7 100 = 60%<\/strong><\/p>\n\n\n\n

What is ROI in marketing?<\/h2>\n\n\n\n

Now, let’s take a moment to zoom in on a key area which we mentioned before – marketing. It’s a somewhat intangible practice, which is why calculating return is so important when evaluating marketing costs.<\/p>\n\n\n\n

Marketing ROI can be calculated in several ways. The simplest versions use sales growth relative to marketing cost, but more careful approaches account for baseline growth and margins.<\/p>\n\n\n\n

Marketing ROI formula<\/h3>\n\n\n\n

A common structure is:<\/p>\n\n\n\n

Marketing ROI (%) = ((Incremental profit \u2212 Marketing cost) \/ Marketing cost) \u00d7 100<\/strong><\/p>\n\n\n\n

Investopedia describes a simple approach based on net increase in sales relative to marketing cost, while also noting that a more accurate method accounts for organic growth that would have occurred without the campaign.<\/p>\n\n\n\n

Incremental returns and attribution<\/h3>\n\n\n\n

Marketing ROI depends on what you count as \u201cincremental.\u201d<\/p>\n\n\n\n

Baseline performance<\/h4>\n\n\n\n

If sales were already rising before a campaign, attributing all growth to marketing inflates return on investment.<\/p>\n\n\n\n

Time lag<\/h4>\n\n\n\n

In longer sales cycles, returns may appear after the spending window.<\/p>\n\n\n\n

What you measure<\/h4>\n\n\n\n

Some teams measure ROI on profit, some on revenue, some on lifetime value. The method should match the decision being made.<\/p>\n\n\n\n

Marketing ROI example<\/h3>\n\n\n\n

A company spends $10,000<\/strong> on a campaign. It generates $40,000<\/strong> in attributable revenue. Gross margin is 50%, so gross profit is $20,000<\/strong>.<\/p>\n\n\n\n

Marketing ROI = ((20,000 \u2212 10,000) \/ 10,000) \u00d7 100 = 100%<\/strong><\/p>\n\n\n\n

What is a good ROI?<\/h2>\n\n\n\n

What is a good ROI<\/strong> depends on timeframe, risk, opportunity cost, and what alternatives exist.<\/p>\n\n\n\n

ROI varies by time horizon<\/h3>\n\n\n\n

ROI does not account for holding period on its own. A 30% ROI earned in three months is not equivalent to a 30% ROI earned over three years.<\/p>\n\n\n\n

Many organizations use thresholds<\/h3>\n\n\n\n

In corporate finance, a \u201churdle rate\u201d is often used as a minimum required return for a project to be considered acceptable. It’s also typically set with risk in mind and often connected to cost of capital and alternatives.<\/p>\n\n\n\n

Common benchmarks for marketing ROI<\/h3>\n\n\n\n

Benchmarks vary by industry and cost structure, but a widely used reference point is:<\/p>\n\n\n\n

5:1 as strong<\/h4>\n\n\n\n

Several marketing references<\/a> cite a 5:1 return as a strong benchmark for many businesses.<\/p>\n\n\n\n

10:1 as exceptional<\/h4>\n\n\n\n

A 10:1 return is often described as exceptional performance.<\/p>\n\n\n\n

What are the limitations of ROI?<\/h2>\n\n\n\n

ROI does not capture time value of money<\/h3>\n\n\n\n

Because ROI does not incorporate discounting, it can miss the impact of when cash flows occur.<\/p>\n\n\n\n

ROI does not quantify risk<\/h3>\n\n\n\n

Two investments can show the same ROI with very different levels of uncertainty. But basic ROI does not adjust for volatility or downside exposure.<\/p>\n\n\n\n

ROI depends on assumptions<\/h3>\n\n\n\n

Attribution choices, cost allocation, and forecast quality can materially change ROI results.<\/p>\n\n\n\n

When should you use NPV, IRR, or payback period instead?<\/h2>\n\n\n\n

Net present value<\/h3>\n\n\n\n

NPV measures the difference between the present value of cash inflows and outflows. It accounts for time value of money.<\/p>\n\n\n\n

Internal rate of return<\/h3>\n\n\n\n

IRR is a rate-based measure tied to discounted cash flow, commonly used alongside NPV to compare projects with different cash flow patterns.<\/p>\n\n\n\n

Payback period<\/h3>\n\n\n\n

Payback period focuses on how long it takes to recover the initial investment. Afterwards, we often use it when liquidity and speed of recovery are priorities.<\/p>\n\n\n\n

How do you improve the accuracy of ROI?<\/h2>\n\n\n\n

Use a defined measurement period<\/h3>\n\n\n\n

Choose a time window that matches how returns materialize for the investment being evaluated.<\/p>\n\n\n\n

Include full costs<\/h3>\n\n\n\n

Include direct costs, implementation costs, and ongoing costs tied to the investment.<\/p>\n\n\n\n

Separate revenue from profit when relevant<\/h3>\n\n\n\n

Where margins vary, profit-based ROI is often more informative than revenue-based ROI.<\/p>\n\n\n\n

Document your attribution method<\/h3>\n\n\n\n

For marketing ROI, clarify whether you are using baseline-adjusted lift, attributed conversions, or experimental holdouts. Naturally, sources discussing marketing ROI commonly flag attribution and organic growth as key issues.<\/p>\n\n\n\n

Want to learn more about key business terms?<\/h2>\n\n\n\n

If you want to get more confident with business terms like this, you should consider studying with us at IE Business School<\/a>. Here, your learning is designed around what\u2019s next and what\u2019s best for you. You explore career pathways, build durable thinking skills, and develop the digital fluency to work with data and make decisions in real situations, with real teams.<\/p>\n\n\n\n

What’s more, you’ll connect business skills to impact and purpose. That means learning the language of business while building the mindset and capabilities to deliver results, lead well, and contribute to sustainable and socially responsible work.<\/p>\n\n\n\n

So, interested in finding out more? Follow the link below to find out more information.<\/p>\n\n\n\n

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\n

Boost your business knowledge with a master’s degree<\/h3>\n\n\n\n

Take the next step in your career with world-leading programs from IE Business School.<\/p>\n<\/div>\n\n\n\n

\n
\n
Learn more<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Get your money’s worth.<\/p>\n","protected":false},"author":56,"featured_media":44079,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wpscppro_dont_share_socialmedia":false,"_wpscppro_custom_social_share_image":0,"_facebook_share_type":"","_twitter_share_type":"","_linkedin_share_type":"","_pinterest_share_type":"","_linkedin_share_type_page":"","_instagram_share_type":"","_medium_share_type":"","_threads_share_type":"","_google_business_share_type":"","_selected_social_profile":[],"_wpsp_enable_custom_social_template":false,"_wpsp_social_scheduling":{"enabled":false,"datetime":null,"platforms":[],"status":"template_only","dateOption":"today","timeOption":"now","customDays":"","customHours":"","customDate":"","customTime":"","schedulingType":"absolute"},"_wpsp_active_default_template":true},"categories":[337,1098],"tags":[499,451,483],"class_list":["post-43943","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-thought-leadership-identity","category-upskilling-guides","tag-business-and-management","tag-business-school","tag-masters"],"acf":[],"yoast_head":"\nWhat 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