ROI
Also known as: Return on investment
ROI (Return On Investment) is the net profit from an activity divided by its cost, expressed as a percentage — a truer measure of profitability than ROAS.
ROI (Return On Investment) expresses profit as a percentage of cost.
ROI = (Profit − Cost) ÷ Cost × 100%
Unlike ROAS, which is a gross revenue ratio, ROI accounts for actual profit after costs — so it tells you whether the activity truly made money. Marketers use ROAS for quick ad-efficiency checks and ROI for real profitability.