MarginKoala

Was this campaign actually worth it?

Enter your numbers below. Get the answer first, then Koala's next move.

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Result detail level
Numbers to enter
Use the campaign dollars you already know. Koala calculates contribution-based marketing ROI without assuming a gross-margin percentage.
$
$

Use only the sales you are choosing to credit to this campaign.

$

Direct product, supplier or job cost attached to the attributed sales.

$

Creative, agency or another cost you want included in this campaign decision.

Koala's Calculated Result
ROI on the campaign cost entered, with campaign contribution and attributed sales-per-dollar shown separately.

Add campaign spend. Then add attributed sales and the direct costs attached to them.

MarginKoalaKoala's Professional Opinion

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Frequently asked questions

What is marketing ROI?

In MarginKoala, marketing ROI compares campaign contribution after the entered campaign costs with the campaign-cost denominator. It uses the attributed revenue and direct-cost basis you enter; attribution is a reporting assumption, not proof of incrementality.

Marketing ROI

How is it different from ROAS?

ROAS = attributed revenue ÷ ad spend and does not deduct product or service cost. This Marketing ROI calculation works from attributed campaign contribution after the direct and campaign costs entered, so the two metrics answer different questions and should not be compared as though they use the same numerator.

Marketing ROI

What if I can't attribute sales precisely?

Use the attribution model adopted for the decision and label it clearly. If incrementality is uncertain, run sensitivity cases rather than treating attributed revenue as causal proof. The calculation accepts attribution as an input; it does not validate the attribution model.

Marketing ROI

Should I compare campaigns with the same ROI?

ROI can be compared only when the numerator, denominator, attribution scope and time horizon are defined consistently. Also compare total contribution, cash timing and any other constraint that matters to the decision rather than assuming equal ROI makes two campaigns economically equivalent.

Marketing ROI

Educational use, not financial advice. Numbers are estimates for planning; consult a qualified professional before acting on them.