Return on investment, or ROI, measures what a spend brings in relative to what it costs you. You calculate it by subtracting the cost from the gain generated, then dividing by the cost, all as a percentage. It's the go-to metric for judging whether an action was worth carrying out.
How to interpret it
A positive ROI means the action brought in more than it cost; a negative ROI, the opposite. But the number alone isn't enough to decide. A high ROI on a small spend can weigh less than a modest ROI on a large volume. Set against customer acquisition cost, ROI places each euro spent within a logic of overall profitability, not just isolated efficiency.
Its limits
ROI has two blind spots. Time first: it doesn't say how long the gain takes to arrive, yet a profitable but distant action can be worth less than a more modest but immediate one. Indirect effects next: an action can pay off in reputation or relationships without showing up in the calculation. ROI informs a decision; it doesn't replace it.
How Kaptor improves your ROI
Kaptor relies on channels where effort counts more than budget: targeted prospecting, visibility, SEO. By avoiding paying for each contact and improving your conversion rate, it pulls your profitability up. To see this lever at work, explore sales prospecting.