# ROI: what it is and how it works · Zorraquino
> ROI relates the net profit of an investment to its cost, usually expressed as a percentage.
URL: https://www.zorraquino.com/en/dictionary/advertising/return-on-investment.html

# ROI

ROI relates the net profit of an investment to its cost, usually expressed as a percentage

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

Calculating it requires defining which benefits, costs and period are included. In marketing it can be difficult to isolate the effect of one action from other influences. It is important to distinguish attributed results from truly incremental benefits and to explain the assumptions used.

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Cost per acquisition](https://www.zorraquino.com/en/dictionary/advertising/cost-per-acquisition.html)
- [Cost per click](https://www.zorraquino.com/en/dictionary/advertising/cost-per-click.html)
- [Cost per lead](https://www.zorraquino.com/en/dictionary/advertising/cost-per-lead.html)