ROMI

Return On Marketing Investment is ROI calculated specifically on marketing spend: (revenue attributable to marketing minus marketing cost) divided by marketing cost. Unlike full ROI, which absorbs every business expense, ROMI isolates how efficiently the advertising dollars themselves perform, stripping out overhead like salaries, office costs, and infrastructure.

In practice, media buying teams use ROMI to judge campaigns and channels on a level field, while management uses full ROI to judge the business. The distinction matters when reporting: a campaign can show strong ROMI while the team is unprofitable overall because of fixed costs. Be explicit about which figure you are quoting in reports and payout negotiations — mixing the two inflates performance and erodes trust when the real numbers surface.