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In this case, the formula must be adapted in order to integrate the cost price of the product. Marketers too often focus on short-term results to evaluate the success of their efforts. However, campaigns that rely on long-term initiatives as we saw above for SEO strategies can extend over months, or even years, before producing notable effects. The ROI calculation must therefore align with long-term objectives.

In the same way, marketing investments that are not very profitable at the moment can become profitable later: it all depends on the period selected. Measuring return on investment is made more complex by omnichannel marketing which, by BTB Directory definition, spans several points of contact both online and offline. When a marketer focuses on a specific channel or a set of channels, they inevitably leave out all the other pieces of the puzzle.

A coherent and relevant measurement therefore requires multiplying calculations and aligning the results. The ROI calculation most often takes into account economic data, but certain campaigns have qualitative rather than quantitative objectives: gain in notoriety, e-reputation, loyalty, etc. Marketing can therefore prove profitable in various and varied aspects which are not linked to the income generated, but which remain essential, and whose impact is difficult to measure.