Digital Marketing ROI Financial Evaluation of Online Campaigns

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.