Digital Marketing ROI Financial Evaluation of Online Campaigns

Mahesh Dutta Mishra; Amar Singh Rathore; Abhishek Jain; Satish Manwani

doi:10.69968/ijisem.2026v5i181-89

Authors

Mahesh Dutta Mishra Associate Professor, Department of MBA, LNCT-E MBA
Amar Singh Rathore Associate Professor, Department of MBA, LNCT-E MBA
Abhishek Jain Associate Professor, Department of MBA, LNCT-E MBA
Satish Manwani Associate Professor, Department of MBA, LNCT-E MBA

DOI:

https://doi.org/10.69968/ijisem.2026v5i181-89

Keywords:

Digital Platforms, Return On Investment (ROI), Financial Metric, Social Media Platforms, Cost per Click (CPC), Cost per Acquisition

Abstract

Digital marketing has become a dominant promotional strategy in the modern business environment due to rapid technological advancement and widespread internet usage. Despite increased adoption, many organizations remain uncertain about the financial returns generated from digital marketing investments. This review paper examines the concept of Digital Marketing Return on Investment (ROI) and evaluates the financial effectiveness of online campaigns across major digital channels. It discusses key financial metrics such as ROI, ROAS, CAC, CPL, and CLV, while highlighting challenges related to attribution, data integration, and intangible benefits. The study also reviews emerging trends and analytical approaches for improving ROI measurement and strategic decision-making.

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