ROMI

ROMI is ROI applied specifically to marketing spend — the profit generated by marketing activity relative to what was spent on it.

ROMI exists because "ROI" gets used for everything from a factory upgrade to a Google Ads campaign, and marketing teams wanted a version of the metric that explicitly isolates marketing's contribution. In practice, most teams that say ROMI mean essentially the same profit-based calculation as ROI, scoped to marketing spend and marketing-attributed revenue.

The honesty of a ROMI number depends entirely on the honesty of the attribution feeding it — see attribution and incrementality for why "marketing-attributed revenue" is a softer number than it sounds.