{"id":1028,"date":"2025-10-16T11:34:47","date_gmt":"2025-10-16T11:34:47","guid":{"rendered":"https:\/\/www.simplybusiness.co.uk\/knowledge\/articles\/what-is-roi\/"},"modified":"2025-10-16T11:34:48","modified_gmt":"2025-10-16T11:34:48","slug":"what-is-roi","status":"publish","type":"knowledge","link":"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/what-is-roi\/","title":{"rendered":"What is ROI and how do you measure it? ROI calculator"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Return on investment, or ROI, is a way to measure how profitable a business investment is. It can be a good indicator of how your business is doing as you can see how much you get back compared to how much money you put in.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re stuck wondering what financial decisions make business sense, then it\u2019s a good idea to measure return on investment. But how exactly do you do that? Read on to understand the ROI definition, how to calculate it, and what you can use it for as a small business owner.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"roimeaning\">What is ROI?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">ROI is a metric used to see how much you\u2019re getting back for every pound you put into something. And it can be used to measure past, present and future investments.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re making more than you put in, then that\u2019s a good return on investment. If you\u2019re making less, then you\u2019ll be losing money and impacting your <a href=\"\/knowledge\/income\/how-to-calculate-profit-margin\/\" data-type=\"knowledge\" data-id=\"1422\">profit margins<\/a>. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s important to consider ROI when <a href=\"\/knowledge\/marketing\/how-to-price-a-product-uk\/\" data-type=\"knowledge\" data-id=\"1050\">pricing a product<\/a> \u2013 and to review your pricing if you&#8217;re not making enough money. Remember that your time is also an investment, so consider that when looking at how much effort you&#8217;re putting in and the reward you&#8217;re getting back.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-roi-calculator\">ROI calculator<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Work out the profit or loss on an investment as a simple percentage using our ROI calculator below.<\/p>\n\n\n<link rel='stylesheet' id='formidable-css' href='https:\/\/www.simplybusiness.co.uk\/wp-admin\/admin-ajax.php?action=frmpro_css&#038;ver=3131128' media='all' \/>\n<div class=\"frm_forms  with_frm_style frm_style_simply-business\" id=\"frm_form_20_container\" data-token=\"3401c165f0515f323c395b8cb2b8e1eb\">\n<form enctype=\"multipart\/form-data\" method=\"post\" class=\"frm-show-form  frm_ajax_submit  frm_pro_form \" id=\"form_roi-calculator\" data-token=\"3401c165f0515f323c395b8cb2b8e1eb\">\n<div class=\"frm_form_fields \">\n<fieldset>\n<legend class=\"frm_screen_reader\">ROI calculator<\/legend>\r\n\r\n\r\n<!-- Style to remove bootstrap prepend border for total fields -->\r\n<style type=\"text\/css\">\r\n.frm_total span.input-group-addon {\r\n    border: 0;\r\n}\r\n<\/style><div class=\"frm_fields_container\">\n<input type=\"hidden\" name=\"frm_action\" value=\"create\" \/>\n<input type=\"hidden\" name=\"form_id\" value=\"20\" \/>\n<input type=\"hidden\" name=\"frm_hide_fields_20\" id=\"frm_hide_fields_20\" value=\"\" \/>\n<input type=\"hidden\" name=\"form_key\" value=\"roi-calculator\" \/>\n<input type=\"hidden\" name=\"item_meta[0]\" value=\"\" \/>\n<input type=\"hidden\" id=\"frm_submit_entry_20\" name=\"frm_submit_entry_20\" value=\"e6c25e3ecc\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/wp-json\/wp\/v2\/knowledge\/1028\" \/><div id=\"frm_field_232_container\" class=\"frm_form_field form-field  frm_top_container frm_third\">\r\n    <label for=\"field_evqqp\" id=\"field_evqqp_label\" class=\"frm_primary_label\">Invested amount (your costs)\r\n        <span class=\"frm_required\"><\/span>\r\n    <\/label>\r\n    <div class=\"frm_input_group frm_with_box frm_with_pre\"><span class=\"frm_inline_box\">\u00a3<\/span><input type=\"text\" id=\"field_evqqp\" name=\"item_meta[232]\" value=\"\" inputmode=\"decimal\" data-invmsg=\"Number is invalid\" class=\"frm_field_number frm-has-number-format\" aria-invalid=\"false\"   min=\"0\" max=\"9999999\" step=\"any\" \/><\/div>\r\n    \r\n    \r\n<\/div>\n<div id=\"frm_field_233_container\" class=\"frm_form_field form-field  frm_top_container frm_third\">\r\n    <label for=\"field_8gw3l\" id=\"field_8gw3l_label\" class=\"frm_primary_label\">Revenue (how much you made)\r\n        <span class=\"frm_required\"><\/span>\r\n    <\/label>\r\n    <div class=\"frm_input_group frm_with_box frm_with_pre\"><span class=\"frm_inline_box\">\u00a3<\/span><input type=\"text\" id=\"field_8gw3l\" name=\"item_meta[233]\" value=\"\" inputmode=\"decimal\" data-invmsg=\"Number is invalid\" class=\"frm_field_number frm-has-number-format\" aria-invalid=\"false\"   min=\"0\" max=\"9999999\" step=\"any\" \/><\/div>\r\n    \r\n    \r\n<\/div>\n<div id=\"frm_field_234_container\" class=\"frm_form_field form-field  frm_top_container frm_third frm_total frm_total_big\">\r\n    <label for=\"field_ka6ru\" id=\"field_ka6ru_label\" class=\"frm_primary_label\">Return on investment\r\n        <span class=\"frm_required\"><\/span>\r\n    <\/label>\r\n    <p class=\"frm_total_formatted\" data-prepend=\"\" data-append=\"%\"><\/p><div class=\"frm_input_group frm_with_box frm_with_post frm_hidden\"><input type=\"number\" id=\"field_ka6ru\" name=\"item_meta[234]\" value=\"\" readonly=\"readonly\"  data-invmsg=\"Number is invalid\" aria-invalid=\"false\"   min=\"0\" max=\"9999999\" step=\"any\" \/><span class=\"frm_inline_box\">%<\/span><\/div>\r\n    \r\n    \r\n<\/div>\n<div id=\"frm_field_271_container\" class=\"frm_form_field  frm12 frm_first frm_html_container form-field\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-37264 alignnone\" src=\"https:\/\/new-staging.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2025\/06\/Asset-1.png?w=800\" alt=\"\" width=\"164\" height=\"18\" \/><\/div>\n<div id=\"frm_field_235_container\" class=\"frm_form_field form-field  frm12 frm_first\">\r\n\t<div class=\"frm_submit\">\r\n\r\n<button class=\"frm_button_submit frm_final_submit\" type=\"submit\"  >Calculate<\/button>\r\n\r\n<\/div>\r\n<\/div>\n\t<input type=\"hidden\" name=\"item_key\" value=\"\" \/>\n\t\t\t<div id=\"frm_field_423_container\">\n\t\t\t<label for=\"field_jziv4\" >\n\t\t\t\tIf you are human, leave this field blank.\t\t\t<\/label>\n\t\t\t<input  id=\"field_jziv4\" type=\"text\" class=\"frm_form_field form-field frm_verify\" name=\"item_meta[423]\" value=\"\"  \/>\n\t\t<\/div>\n\t\t<input name=\"frm_state\" type=\"hidden\" value=\"kAOSLYD2ckLE\/1ffX+Sl3cDsGdQJ6ownV8pDD66QEKpUHs3RNlXnftMJ8zBiAm5L\" \/><\/div>\n<\/fieldset>\n<\/div>\n\n<p style=\"display: none !important;\" class=\"akismet-fields-container\" data-prefix=\"ak_\"><label>&#916;<textarea name=\"ak_hp_textarea\" cols=\"45\" rows=\"8\" maxlength=\"100\"><\/textarea><\/label><input type=\"hidden\" id=\"ak_js_1\" name=\"ak_js\" value=\"3\"\/><script>document.getElementById( \"ak_js_1\" ).setAttribute( \"value\", ( new Date() ).getTime() );<\/script><\/p><\/form>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"howtocalculateroi\">How to calculate ROI?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">You\u2019ll usually look at ROI as a ratio or percentage.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But first, you need to work out <strong>net return<\/strong>. To do that, subtract the amount of money you put in from the amount of money you get back.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The return on investment formula is:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">ROI = Net return \u00f7 Total investment value x 100<\/p>\n\n\n\n<div id=\"nba-body-001\">\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"whatwouldyouuseroiforandwhysitimportant\">What would you use ROI for \u2013 and why\u2019s it important?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">You can use ROI to understand <a href=\"\/knowledge\/strategy\/what-is-business-growth\/\" data-type=\"knowledge\" data-id=\"1206\">business growth<\/a>, the success of marketing campaigns or to estimate the profitability of business decisions like buying a new tool, upgrading equipment, hiring staff, or changing sales tactics. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, you might be considering new <a href=\"\/knowledge\/business-tax\/best-small-business-accounting-software-uk\/\" data-type=\"knowledge\" data-id=\"1262\">accounting software<\/a> or investing in an <a href=\"\/knowledge\/tech\/best-invoice-app-for-small-businesses\/\" data-type=\"knowledge\" data-id=\"1337\">invoice app<\/a> to make your business admin a little easier.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To work out ROI here would be a little different as you\u2019d need to consider \u2018time\u2019 as an investment. You\u2019d need to think about the cost of the new software and attribute a financial value to the amount of time you\u2019d save by using it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Or you might be thinking of trying a new sales approach by <a href=\"\/knowledge\/marketing\/difference-between-upselling-and-cross-selling\/\" data-type=\"knowledge\" data-id=\"1278\">cross-selling<\/a> one product with another related product you&#8217;ve just launched. ROI can help you work out if this strategy is working for you. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When thinking about ROI and profitability, it&#8217;s also a good idea to do some <a href=\"\/knowledge\/marketing\/how-to-do-a-competitor-analysis\/\" data-type=\"knowledge\" data-id=\"1229\">competitor analysis<\/a> to see how similar businesses are pricing their products or services. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"whatisroiinmarketing\">What is ROI in marketing?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">ROI in marketing is an important performance metric to understand if your marketing campaigns are successful. This could be social media advertising, paid ad campaigns, promotional events, or a free trial of your latest product.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, it\u2019s more challenging to measure ROI on content marketing like blog posts and videos as you can\u2019t directly link these outputs to a customer that goes on to buy your product or service.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Related guides<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\">create a <a href=\"\/knowledge\/marketing\/how-to-write-a-marketing-plan\/\" data-type=\"knowledge\" data-id=\"1456\">marketing plan <\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\">understand your <a href=\"\/knowledge\/marketing\/what-is-a-usp\/\" data-type=\"knowledge\" data-id=\"1059\">unique selling points <\/a><\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Return on investment example<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">You have an online shop and you invest \u00a3500 in Facebook ads as part of the launch of your new home gym equipment range. You make \u00a3800 on sales directly from the campaign (that\u2019s \u00a3300 profit). To work out the return on investment you divide profit and total investment:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00a3300 \u00f7 \u00a3500 = 0.6 or 60 per cent<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This means for every pound you spent on the campaign, you\u2019d make 60p in profit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"whatisagoodroi\">What is a good ROI?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Return on investment can vary depending on your business and the many variables involved, so it\u2019s hard to say what makes a good return on investment. It can also change over time, so it\u2019s a good idea to calculate ROI regularly and make sure you\u2019re not losing money on your investments.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You should also consider:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\">time is also an investment \u2013 but it can be hard to quantify<\/li>\n\n\n\n<li class=\"wp-block-list-item\">it\u2019s challenging to attribute everything \u2013 such as blog posts and videos<\/li>\n\n\n\n<li class=\"wp-block-list-item\">the difficulty of comparing different ROIs \u2013 it doesn\u2019t take into account how long an investment takes to generate results<\/li>\n\n\n\n<li class=\"wp-block-list-item\">using a combination of metrics \u2013 don\u2019t just rely on ROI to make business decisions, you can also calculate <a data-type=\"knowledge\" data-id=\"975\" href=\"\/knowledge\/business-tax\/what-is-ebitda\/\">EBITDA<\/a> and do a <a data-type=\"knowledge\" data-id=\"944\" href=\"\/knowledge\/strategy\/how-to-do-business-swot-analysis-template\/\">SWOT analysis<\/a><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Small business guides<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\"><a href=\"\/knowledge\/business-tax\/what-is-business-turnover\/\" data-type=\"knowledge\" data-id=\"1577\">What is turnover in business and how do you work it out?<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"\/knowledge\/income\/how-to-budget-calculator-and-guide-for-the-self-employed\/\" data-type=\"knowledge\" data-id=\"956\">A budget calculator \u2013 guide and free download for the self-employed<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"\/knowledge\/business-tax\/self-employed-tax-changes\/\" data-type=\"knowledge\" data-id=\"1514\">The self-employed guide to Self Assessment tax returns<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a data-type=\"knowledge\" data-id=\"1447\" href=\"\/knowledge\/retail\/how-to-start-a-clothing-brand\/\">How to start a small clothing business from home<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-group has-azure-200-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-94e519ba wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--80);padding-right:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--80);padding-left:var(--wp--preset--spacing--40)\">\n<h3 class=\"wp-block-heading has-text-align-center\" id=\"lookingforselfemployedinsurance\">Looking for self-employed insurance?<\/h3>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\">With Simply Business you can build a single <a href=\"\/business-insurance\/self-employed-insurance\/\">self employed insurance<\/a> policy combining the covers that are relevant to you. Whether it&#8217;s <a href=\"\/business-insurance\/public-liability-insurance\/\">public liability insurance<\/a>, <a href=\"\/business-insurance\/professional-indemnity-insurance\/\">professional indemnity<\/a> or whatever else you need, we&#8217;ll run you a quick quote online, and let you decide if we&#8217;re a good fit.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-a89b3969 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/quote.simplybusiness.co.uk\/business\">Start your quote<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div id=\"nba-body-end\">\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Check how profitable your business is with our guide to return on investment and ROI calculator. <\/p>\n","protected":false},"author":3,"featured_media":42916,"comment_status":"open","ping_status":"closed","template":"","meta":{"sb_hreflang":"","sb_hreflang_url":"","disable_breadcrumbs":false,"sb_breadcrumbs":[],"sb_reviewed_by":"","sb_review_date":"","sb_enable_content_gating":true,"footnotes":""},"categories":[350,341,111],"hidden-category":[],"coauthors":[25],"class_list":["post-1028","knowledge","type-knowledge","status-publish","has-post-thumbnail","hentry","category-cash-flow","category-strategy","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What is ROI and how do you measure it? ROI calculator<\/title>\n<meta name=\"description\" content=\"Return on investment is a way to measure how profitable your business is. Use our free ROI calculator to work out ROI for your business.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/what-is-roi\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is ROI and how do you measure it? ROI calculator\" \/>\n<meta property=\"og:description\" content=\"Understand the health of your business by measuring return on investment. Use our free ROI calculator in learn more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/what-is-roi\/\" \/>\n<meta property=\"og:site_name\" content=\"Simply Business UK\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/simplybusiness\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-16T11:34:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2025\/10\/what-is-return-on-investment-roi-calculator.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"What is ROI and how do you measure it? 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