ROI (Return On Investment)

The Return On Investment (ROI) is a performance indicator measuring the efficiency and profitability of a project.

It compares the cost of the project to its commercial benefits, generally using the turnover generated by the project in question. When applied to marketing:

ROI = cost of an ad campaign / turnover generated by this campaign.

If the outcome if positive, the campaign is profitable; if it is negative, the campaign is not profitable.

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