Why you need to measure ROI in digital marketing
It sounds like a riddle, but that’s exactly what you’re trying to do every time you measure ROI in digital marketing. Because how do you put a value on a click, a post, an emotion, or a brand impression created in passing on Instagram?
Spoiler: It can be done, but not without thinking smart, following the right path and sometimes daring to trust more than numbers.
We live at a pace where everything flashes by. Ads, algorithms and content fight for our attention every second. That’s why it’s never been more important to measure ROI in digital marketing. Not just to keep costs down, but to make the right decisions when it matters.
The question is: how do you actually do it?
First: What do you really want to achieve?
You can’t measure returns without first knowing what you want your investment to yield.
Do you want to sell more? Become more top-of-mind? Get more leads? Here it is important to be brutally clear. Set concrete goals and link them to measurable KPIs. Example:
- 20% increase in webshop sales
- 500 new qualified leads in 3 months
- Increased brand awareness in target group 25-35 years
Collect the right data, not all data
It’s easy to drown in dashboards and numbers. But the key is to focus on what actually says something about your success. Use tools like:
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Google Analytics (traffic, conversions, channels)
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Meta Ads Manager (campaign performance, cost per click)
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CRM system (customer journeys, conversion history)
The better the data you have, the sharper your analysis will be.
Don't forget costs when measuring ROI
A common trap: forgetting hidden costs. When calculating ROI in digital marketing, you need to include:
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Paid advertising (Meta, Google, LinkedIn etc.)
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Content production (time, freelancers, tools)
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Strategy work and internal resources
Everything counts. Otherwise you are comparing apples with pears.
The formula that says it all (but not everything)
Classic ROI formula:
(Revenue – Costs) ÷ Costs = ROI
Do you get a positive result? Good! Then you have probably made a good investment. But remember: numbers are only part of the picture. Some effects are only visible over time, especially when it comes to branding.
Adjust, fine-tune and dare to try new things
Measuring ROI in digital marketing is not a one-off analysis. It’s an ongoing conversation between you and your goals. Analyze the results, see what worked and what can be sharpened.
Maybe you reached the wrong target audience? Or was the campaign too short? Or too broad? Try new things, learn at every step and optimize continuously.
Measuring ROI in digital marketing is possible, but...
So, is it possible to measure the intangible? Yes, with the right mindset, the right data and a little patience. Measuring ROI in digital marketing helps you understand if you are moving in the right direction.
Sometimes with clear numbers, sometimes with subtle signals. But always with insights that bring you closer to a smarter strategy.
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