ROI
By the AdFlint research team · Last reviewed July 2026
Profit divided by the investment that produced it, usually revenue minus total cost over total cost, expressed as a percentage.
Unlike ROAS, this nets out cost before dividing, so a break-even campaign reads as zero rather than one. That makes the two impossible to compare directly, yet people quote them interchangeably in the same report. The other frequent error is counting only media on the cost side; an honest calculation includes cost of goods, labor, and platform fees.
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