Anticipated profits above costs of a bulk mailing campaign.

The value or profit gained as a result of dollars spent.

Historically associated with sales and marketing efforts; when applied to SEM efforts, refers to numerical, percentage or ratio of revenue generated over total cost of activities. ROI typically factors in paid placement and associated management costs, but a more detailed analysis may factor in profit (true cost). If ROI is measuring paid placement only, it is typically referred to as return on ad spend (ROAS).

Earnings to investment ratio