{"id":785,"date":"2021-12-15T15:28:18","date_gmt":"2021-12-15T18:28:18","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=785"},"modified":"2024-04-17T13:34:46","modified_gmt":"2024-04-17T16:34:46","slug":"what-is-important-in-digital-marketing","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/en\/blog\/what-is-important-in-digital-marketing\/","title":{"rendered":"What is ROI in digital marketing and how to calculate it"},"content":{"rendered":"<p><span style=\"font-size: large;\">The word ROI is very familiar to marketing people. ROI stands for Return Over Investment, that is, the <strong>Return on Investment<\/strong>. Therefore, knowing what ROI is in digital marketing means knowing the results of your investments.<\/span><\/p>\n<p><span style=\"font-size: large;\">Also known as return rate, measuring ROI is essential for analyzing the results of your digital marketing campaigns and aligning strategies with the goals set. And as incredible as it may seem, many companies do not usually calculate the ROI on their campaigns, especially digital marketing. This mistake is very common, as are those who forget to add up shares or make incorrect analyzes of their investments.<\/span><\/p>\n<p><span style=\"font-size: large;\">Learn more about what ROI is in digital marketing and how to calculate it in this article.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Index<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-important-in-digital-marketing\/#Qual_a_importancia_do_ROI\" >How important is ROI?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-important-in-digital-marketing\/#Como_e_o_calculo_do_ROI\" >How is ROI calculated?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-important-in-digital-marketing\/#Escolhendo_onde_calcular_o_ROI\" >Choosing Where to Calculate ROI<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-important-in-digital-marketing\/#O_que_devo_incluir_no_calculo\" >What should I include in the calculation?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-important-in-digital-marketing\/#Seja_criterioso_nas_analises\" >Be careful in your analysis<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-important-in-digital-marketing\/#Quando_o_ROI_e_zero_ou_negativo\" >When ROI is zero or negative<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Qual_a_importancia_do_ROI\"><\/span><span style=\"color: #ff9900;\">How important is ROI?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">Those who sail without direction end up anywhere, as the saying goes. Therefore, measuring ROI means knowing exactly where you are going. As we already said in the post about <a href=\"https:\/\/verocontents.com.br\/en\/blog\/measure-results-online\/\" target=\"_blank\" rel=\"noopener noreferrer\">Measurement of Results,<\/a>\u00a0you must always evaluate your business, so that you can evolve later. ROI is another KPI to be considered among so many other metrics, with the difference of presenting a tangible financial result.<\/span><\/p>\n<p><span style=\"font-size: large;\">Digital marketing, being flexible and measurable in all its tools, allows you to have a return on investment at your fingertips. If you have, for example, a conversion rate of leads that turn into sales, you will easily be able to calculate the ROI for that specific channel.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Como_e_o_calculo_do_ROI\"><\/span><span style=\"color: #ff9900;\">How is ROI calculated?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">Calculating ROI is quite simple:<\/span><\/p>\n<p><strong>% ROI = [(Investment Gain \u2013 Investment Cost) \/ Investment Cost] x 100.<\/strong><\/p>\n<p><span style=\"font-size: large;\">The investment gain, in this case, is the profit margin you have on each of your transactions. For example, if you sold R$ 100,000.00, with a profit margin of 35%, the Investment Gain item in the calculation will be R$ 35,000.00. And if you had an Investment Cost of R$ 10,000.00 in a digital marketing campaign, the whole formula would be:<\/span><\/p>\n<p><span style=\"font-size: large;\">% ROI = [(35,000 \u2013 10,000) \/ 10,000] x 100<\/span><\/p>\n<p><span style=\"font-size: large;\">% ROI = [25,000 \/ 10,000] x 100 = <\/span><span style=\"font-size: large;\">2.5 x 100 = <\/span><span style=\"font-size: large;\">250%<\/span><\/p>\n<p><span style=\"font-size: large;\">In this example calculation, you had 250% of profit, or 2.5 times the return on the amount invested.<\/span><\/p>\n<p><span style=\"font-size: large;\">This is why digital marketing is so cool, as it allows all actions to be measured. O <a href=\"https:\/\/verocontents.com.br\/en\/blog\/inbound-marketing-and-integration\/\" target=\"_blank\" rel=\"noopener noreferrer\">inbound marketing<\/a>, for example, allows you to integrate digital marketing software, such as <a href=\"http:\/\/www.rdstation.com.br\" target=\"_blank\" rel=\"noopener noreferrer\">RD Station<\/a>, common <a href=\"https:\/\/plugcrm.net\/\" target=\"_blank\" rel=\"noopener noreferrer\">CRM software<\/a>, where sales are integrated with the generation of <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-lead\/\" target=\"_blank\" rel=\"noopener noreferrer\">leads<\/a>.<\/span><\/p>\n<p><span style=\"font-size: large;\">This will allow you to know how much you are investing in digital marketing and exactly how much results it is generating for you. So, just apply the ROI calculation we mentioned above.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Escolhendo_onde_calcular_o_ROI\"><\/span><span style=\"color: #ff9900;\">Choosing Where to Calculate ROI<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">There are several ways to calculate ROI. Everything will depend, firstly, on which area will be analyzed. You can analyze the ROI of all investment in digital marketing, for example, as well as other actions, such as offline campaigns, training, events and so on\u2026\u00a0<\/span><\/p>\n<p><span style=\"font-size: large;\">You can also calculate the ROI for each area of digital marketing, such as email marketing campaigns, SEO strategies, Google Adwords campaigns and social media.<\/span><\/p>\n<p><span style=\"font-size: large;\">Separating the metrics allows you to know how much you spent on each of them and what return each one provided. This is actually the tip we give. You must calculate the overall ROI of your digital marketing campaigns, but also of each of the channels.<\/span><\/p>\n<p><span style=\"font-size: large;\">This will allow you to know where to run in each situation.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"O_que_devo_incluir_no_calculo\"><\/span><span style=\"color: #ff9900;\">What should I include in the calculation?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">The calculation of ROI in digital marketing must include everything from investments in paid media (Google Adwords, Facebook Ads and others), to the hiring of third parties and employees&#039; working hours. If you are going to break down the expenses in each channel, to know the specific ROI of each one, you must also break down the working hours spent on each one.<\/span><\/p>\n<p><span style=\"font-size: large;\">Therefore, it is very important that you have productivity and project management tools. Using a good CRM will also give you a number regarding your sales team. Don&#039;t forget to include them in your investments too.<\/span><\/p>\n<p><span style=\"font-size: large;\">When we talk about gains, it may seem easier to measure, but it is not. Here it will be very important to know which channel is converting into sales. Again, it will be very important <a href=\"https:\/\/verocontents.com.br\/en\/blog\/smarketing-how-to-integrate-marketing-and-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\">integrate marketing and sales<\/a>, so you can have an exact X-ray of your investments. The investment cost has to be done end to end, from attraction to conversion. All the steps between one and the other must be accounted for so that you know exactly how much you spend to acquire a customer. And how much return this generates for you.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Seja_criterioso_nas_analises\"><\/span><span style=\"color: #ff9900;\">Be careful in your analysis<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">Calculating ROI, as we have seen, is very important for any business. Another very important point is to be careful with your analyses. Try to choose a period of time so that you can compare the results. This will also allow you to understand external factors that influence the result, such as seasonality and others that can influence charts up or down.<\/span><\/p>\n<p><span style=\"font-size: large;\">Some metrics, such as increased website visits or likes on your fan page, may not be as meaningful. A conversion rate that results in a sale is much more valuable than metrics that fill your eyes but not your pockets.<\/span><\/p>\n<p><span style=\"font-size: large;\">Being very careful will allow the manager to focus his investments, for example, on better qualifying his leads. A much better result can come from a lead that is already within your <a href=\"https:\/\/verocontents.com.br\/en\/blog\/sales-funnel-what-it-is-and-how-it-helps-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales funnel<\/a>. Therefore, it would be more interesting to invest in these leads than to bring more visitors to the top of the funnel.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Quando_o_ROI_e_zero_ou_negativo\"><\/span><span style=\"color: #ff9900;\">When ROI is zero or negative<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">Just look at the importance of calculating ROI. If it comes back zero or negative, you will have to evaluate whether your Customer Acquisition Cost (CAC) or even whether the average ticket for your products and services are suitable for your business. This type of analysis will even allow you to understand whether you are correctly investing your money even in your structure. You will be able to review your contribution margin. Your fixed and variable costs may be impacting your business, and not just the investment to attract customers.<\/span><\/p>\n<p><span style=\"font-size: large;\">Much more than evaluating the return on marketing investments, you may end up discovering that your profit margin is very tight. Thus, your campaigns are costing not only because of the amount invested, but also because of the gain on the investment.<\/span><\/p>\n<p><span style=\"font-size: large;\">Did you like this article? Sign up to receive our content!<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>The word ROI is very familiar to marketing people. ROI stands for Return Over Investment, that is, the Return on Investment. Therefore, knowing what ROI is in digital marketing means knowing the results of your investments. Also known<\/p>","protected":false},"author":1,"featured_media":2131,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[337,15],"tags":[38,21,51,52],"class_list":["post-785","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-marketing-e-vendas","tag-avaliar-e-evoluir","tag-inbound-marketing","tag-kpis","tag-roi"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>O que \u00e9 ROI no marketing digital e como calcul\u00e1-lo - Vero Contents<\/title>\n<meta name=\"description\" content=\"ROI significa Retorno sobre Investimento. 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