You already know how important omnichannel advertising campaigns are for your brand. Your team knows how to create a good omnichannel marketing strategy, and has deployed several ones. But do they know how to calculate omnichannel ROI?
Deploying good campaigns means nothing if you don’t measure and translate their results. From knowing what went well and what needs improving to explaining the value of an omnichannel campaign to the company stakeholders, you need to know how to measure results.
How to measure ROI in omnichannel campaigns
In this article you’re going to look at some of the most important formulas around omnichannel ROI. You’re also going to find out how to translate the results of these formulas, so you know not only where your brand stands when it comes to these campaigns, but also what to do to improve your future ones.
Formula 1: Omnichannel ROI
The first step in improving your omnichannel campaign ROI is understanding whether it was a profitable one. This simple formula shows the overall return on your omnichannel investment.
ROI=(Revenue−Total Costs)/Total Costs
Parameters
Revenue: The total value generated from your omnichannel campaign. This can include direct sales, attributed revenue, or incremental revenue driven by the campaign.
Total Costs: All costs linked to the campaign, including:
- Media spend: ads, placements, targeting
- Creative production: design, video, copy, assets
- Technology: platforms, tools, data
- Management: time, fees, or overheads
How it works: The formula calculates the campaign ROI by comparing what your omnichannel campaign earned versus what it cost.
How to interpret:
Positive ROI: The campaign revenue exceeded the costs, and your campaign was profitable. The higher the ROI, the more efficient your campaign. When it comes to positive ROI, there are no set numbers on what is considered a good return on investment for omnichannel campaigns. There are benchmarks that depend on your industry, cost structure, sales cycle, campaign length, and attribution model.
Negative ROI: The costs outweigh the returns. Your omnichannel campaign operated at a cost. This is the point where you look into what went wrong and why. Check whether the channels you used for this campaign were the right fit for the target audience, look into the creatives, and look out for any signs of ad fatigue. Remember to check the level of personalization your campaign went into: could the messaging have been too generic or the targeting not set up well enough?
Formula 2: Incremental Lift (Omnichannel VS Single Channel)
Lift Percentage = [(Omnichannel CR - Single Channel CR)/Single ChannelCR] X100
Parameters
Omnichannel CR: The conversion rate achieved when multiple channels work together (e.g., display + social + email).
Single Channel CR: The conversion rate from a single isolated channel (e.g., only display).
How It Works
The formula measures the percentage improvement in conversions when using an integrated, cross-channel approach compared to relying on a single channel. A positive result means your omnichannel strategy drives more conversions, while a negative result means your multichannel setup underperforms the standalone channel.
Formula 3: Channel Efficiency
Efficiency=Revenue per Channel / Spend per Channel
Parameters
Revenue per Channel: This should represent the attributable revenue generated from each specific channel within the same attribution window and model.
Spend per Channel: This covers the total cost associated with activating and running that channel.
How it works
This formula helps you calculate the efficiency of each separate channel you’re using in your omnichannel advertising campaign. This way, if your campaign is underperforming, you can determine whether it’s a specific channel that has issues, or if you’re facing a more widespread issue.
How to interpret:
A ratio >1: The channel is profitable, bringing more revenue than it costs. The higher the ratio, the higher the efficiency of the channel.
A ratio <1: This is an inefficient channel, which costs you more than it earns.
Conclusion: Turn Omnichannel ROI into Action, Not Just Numbers
The formulas you’ve walked through give you different lenses on performance, from profitability and synergy to channel-level impact .Used together, they help you move beyond surface-level metrics and answer the questions that really matter: Which channels perform best together? Where is budget being wasted? What should be scaled, optimized, or cut entirely?
By consistently measuring and revisiting these metrics, you can refine your strategy, justify investment to stakeholders, and build campaigns that don’t just reach audiences everywhere, but perform better because they do.