Everyone wants a high ROI
ROI – three little letters that make executives nod seriously, marketers sweat, and CFOs reach for their spreadsheets.
Everyone wants a high ROI (Return on Investment), but here’s the problem: most people are measuring it completely wrong. So let’s bust the biggest myth about ROI (in our humble opinion) – and focus on what really matters instead.
Ready? Here it is – the myth: "ROI must be measurable right away."
And hey, we get it. ROI feels safe. It’s numbers. It’s tangible. And it’s usually the first thing a client asks when a new campaign kicks off:
"So, what kind of ROI can we expect?"
But here’s the catch: not everything can be measured in a month. Or even a year.
It’s like saying:
"We invested in SEO. Why aren’t we ranking #1 on Google after a week?"
ROI takes time. And now that you know that, grab a coffee, get comfortable, and keep reading.
ROI matters – but context matters more.
Here are three things that often matter more than fitting your numbers into a spreadsheet.
1. Customer Lifetime Value (CLTV) – Long-term wins > quick wins
If you're only looking at the first transaction, you're missing the bigger picture.
Example:
- Customer A buys a product for €100, and it cost you €50 to acquire them. ROI? Decent.
- Customer B buys something small for €50 but returns multiple times and ends up spending €1,000. ROI? Outstanding.
If you only ask, "What did we make from this ad today?", you risk missing your most profitable customers.
💡Pro tip: Build a strategy around loyalty and repeat purchases – not just one-off transactions.
2. The customer journey – it’s not all about the last click
Know which marketing efforts look like they have the worst ROI? Brand-building.
If you’re only measuring based on last-click attribution, it often seems like:
- Google Ads and remarketing are the MVPs
- SEO, content, and social media “do nothing”
But no one Googles and buys a car after seeing one banner ad. They:
- Watch a video on TikTok →
- Read a review on a blog →
- Follow the brand on Instagram →
- See a Google offer – and then they click.
So if you're only measuring ROI at the final step, it looks like none of the previous efforts mattered.
Spoiler: they did.
💡 Smarter approach: Track the entire customer journey – from first impression to final click.
3. Soft ROI – the stuff you can’t measure (but still drives results)
A new logo or an inspiring LinkedIn post doesn’t always show up in your sales report. But does that make it worthless?
Nope.
Soft ROI is:
- More people recognizing your brand
- Being perceived as trustworthy and professional
- Staying top of mind when it’s time to buy
It’s why brands like Apple, Nike, and IKEA don’t just sell products – they build communities.
💡 Shift your mindset: Accept that some things create long-term value. Not everything can be measured in euros – but that doesn’t mean it isn’t working.
TL;DR – how to think smarter about ROI
- ROI is important – but not everything can be calculated immediately.
- Focus on CLTV, not just the first purchase.
- Measure the full customer journey, not just the last click.
- Soft ROI builds long-term success.
So next time someone asks, “What’s the ROI on this?”, you can say:
"After one month? Hard to say. In the long run? Probably one of the best things we’ll ever do."
Do you want help building marketing that actually drives results?
At Mild, we help businesses think smarter about ROI, marketing, and digital strategy.
Want to learn more? Get in touch and let’s talk!
📐 How to calculate ROI – the simple way
The classic formula: (Revenue – Cost) / Cost = ROI
Example:
You invest €5,000 in a campaign and earn €15,000 in revenue.
(15,000 – 5,000) / 5,000 = 2
→ That’s 2x your investment – or 200% ROI.
💡 As mentioned, this is a simplified way of measuring ROI.
Want a more accurate picture of value? Start tracking Customer Lifetime Value (CLTV) – how much a customer is worth over time, not just from a single purchase.
