ROI

The formula is simple but everything depends on what goes into it. Income can mean revenue or gross profit, and in a business running a 20% margin the gap between those two calculations is nearly fivefold. A correct marketing payback calculation uses margin: spend 100,000 RUB on advertising, close 500,000 RUB of deals at a 30% margin, meaning 150,000 RUB of profit, and ROMI is 50%. The same case computed on revenue would read 400% and create the impression of a brilliant campaign that in fact returned one and a half times its cost.

The second source of distortion is period and attribution. In B2B a deal can close three to six months after the first touch, so ROI computed over one month will show a loss on long-cycle channels and a profit on branded queries that merely harvest demand somebody else warmed up. Hence the practical rules: measure over a period no shorter than the sales cycle, separate new customers from returning ones, and account at least roughly for the first touch instead of crediting everything to the last click. Without end-to-end analytics this calculation rests on assumptions, and that is worth stating plainly.

A separate case is ROI on development, calculated less often than it should be. A website, an app or an automation rarely generates revenue directly, so the effect is computed through staff hours saved, error rates reduced, conversion lifted on existing traffic, or a paid service no longer needed. The calculation is imprecise, but it is what turns "we need a new website" into a testable claim: a quarter-point conversion gain on current traffic pays the project back in so many months. Even a rough model beats having none.

Related terms

• Unit economicsUnit economics is the profitability calculation for a single business unit, usually a customer, an order or a subscription, comparing the revenue a customer brings over their lifetime (LTV) with the cost of acquiring them (CAC), with a ratio of three or more treated as sustainable.
• End-to-end analyticsEnd-to-end analytics is the system that links an ad click to booked revenue: data from ad accounts, call tracking, the website and the CRM is stitched together by visitor identifier so payback can be calculated per channel, campaign and keyword.
• UTM tagsUTM tags are parameters appended to a link (utm_source, utm_medium, utm_campaign, utm_content, utm_term) that pass the traffic source to analytics; without them paid, placement and email traffic collapses into one undifferentiated referral bucket.
• SLAAn SLA is a service level agreement: it fixes system availability as a percentage, response and resolution times by incident severity, the hours support operates, and the compensation owed when the provider fails to meet those numbers.
• MVPAn MVP is the first release of a product that carries exactly one user journey end to end, shipped in four to eight weeks so the demand hypothesis gets tested against real users and real payments rather than survey answers.

Related services

• IT consulting and product auditThe most expensive mistakes in software happen before the first line of code: a misread problem, a stack chosen out of a contractor’s habit, and a specification that does not exist. Consulting exists to settle all of that before the development meter starts running: what to build, out of what, at what cost and in which order. The result is a document, not an opinion on a call.
• SEO and GEO website promotionSearch traffic is the one acquisition channel that keeps working after the ad budget stops. We run two tracks in parallel: classic SEO for Yandex and Google, and GEO, the work of getting your pages quoted inside AI Overviews, Yandex Neuro, ChatGPT and Perplexity, where a growing share of queries now ends. It starts with an audit, never with buying links.
• Targeted and search advertisingPaid advertising brings traffic the day after launch, and burns budget just as fast when audiences are guessed at and nobody counts the leads. We build campaigns in the channels that genuinely work in Russia in 2026: VK Ads, Telegram Ads and Yandex Direct, plus Meta and Google Ads for projects selling abroad. Tracking goes in before launch, not after.

Read more

• What a Website Actually Costs in 2026: The Estimate, Line by LineA practical breakdown of a web development estimate: what analytics, design, front end, back end and integrations actually cost, which expenses always show up after launch, and where cutting the budget is safe.
• VK Ads or Telegram Ads: where the 2026 media budget should goMeta is banned in Russia as an extremist organisation and advertising in its ecosystem has been prohibited since 1 September 2025. Here are the two remaining major channels, their economics, their funnels and the compliance rules.
• Redesigning a Site Without Losing Traffic: Stages, Risks and the SEO Migration ChecklistHalf of all redesign requests are really content, speed or offer problems. How to tell them apart, why a phased rollout beats a big bang launch, and what belongs in the migration checklist so the organic traffic survives.