What Goals Should I Use to Calculate Roi?

With marketing, your goal for ROI is usually either brand awareness or lead generation.

What’s the Best Way to Calculate Roi?

If it’s brand awareness, it’s very, very difficult to tell what your return on investment is, because you don’t see an immediate impact. But, with lead generation, you do. You see leads come in. They’re either someone emailing you, a contact us form, or it’s a phone call.

In order to calculate the actual return on investment, you need to figure out how many leads you got first, and then determine what percentage of those leads will likely turn into sales.

Now, there may be a step in-between, like appointments, but in the end – leads turn into sales.

How Much Is a Sale Worth?

To our next question to calculate your ROI: how much is a sale worth? We need to answer this question so we can compare it to our marketing cost to acquire the lead.

For a lot of our clients the sale value depends on which product or service was sold. Maybe 10% of the time, it’s a $200 sale. Another 50% of the time it’s a $1,000 sale, and the rest of the time it’s a $10,000 sale. Your business is probably broken up in similar ways. The key is, you need to break it down, and estimate what you think a sale is worth and what the conversion of leads to sales is.

Once you do that, then you have the information for revenue. That’s your top line, you’re going to divide here. On the top, you have revenue that you’ve generated. On the bottom, you have the amount that you spent on marketing. You’re just going to divide the two.

Simple Math

Let’s say you generate $10,000 in revenue and you spend 2,500 hundred dollars, so your return of investment is 400%. If you’re doing some marketing and you can’t do that calculation, or your marketing agency can’t do that for you, that means you’re probably not actually generating leads, you’re creating brand awareness. Is brand awareness good? Of course. But, if it doesn’t generate leads, it’s not paying the bills, and I think pretty much everyone that is reading this, wants leads, they want bills to be paid. Brand awareness is a nice secondary.

Kevin Daisey posing in a white shirt and blue suit.

Written By Kevin Daisey

Kevin Daisey is both the co-founder and Chief Marketing Officer of Array Digital, with a legacy in the digital marketplace spanning over two decades. Kevin’s extensive experience in website design and digital marketing makes him a valuable strategic partner for law firms. He doesn’t just create digital presences; he develops online growth strategies that help law firms establish and lead in their respective fields.

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   David Arato 
 August 18, 2026
 
 
  I own a content marketing company that works primarily with law firms - Kevin and is team are undoubtedly experts in law firm SEO and fantastic to work with. Highly recommend!
  
 
       
   Amber Wanner 
 July 23, 2026
 
 
  So grateful for the opportunity to speak with Kevin from Array Digital. He's incredibly knowledgable about the legal space and has a good pulse on the industry as a whole. It's very evident that he truly cares about his work and the people he serves not just because it's his job but who he is as a person. He also has a SUPER cool tool that does a full audit on your firms online presence to see areas that may be underperforming and ways to improve it. Highly recommend you check it out! Thank you for everything, Kevin!
  
 
       
   Daniel 
 July 21, 2026
 
 
  Kevin clearly knows his stuff when it comes to marketing. Extremely knowledgeable, easy to talk to, and brings a ton of value and deep industry insight to the table.
  
 
       
   Calum Welch 
 July 17, 2026
 
 
  The expertise, service, and results provided by the team is unmatched. The difference Array has made in our firm content and strategy is like day from night. The entire team is brilliant, friendly, and easy to work with - especially Christina!
  
 
       
   E. Merritt Farmer, Jr., Esq. 
 July 13, 2026
 
 
  Met Kevin this past spring at the PILMMA conference in San Antonio and have since become friends and gotten to know him and his business. Kevin's podcast is outstanding and provides valuable insight to lawyers, law firm owners, and business owners/leaders in general. Kevin and his company do an outstanding job on all fronts and, in the short time I have known Kevin, I have gained significant insight and knowledge.
  
 
       
   Russell Knight 
 July 12, 2026
 
 
  After years of doing my own SEO for my own law firm, I consulted with Erik Olson on a few tweaks he could help me with. He really set me straight and had a lot of great ideas for digital marketing.
  
 
       
   Gertsburg Law 
 April 8, 2026
 
 
  Really enjoyed working with Kevin and the Array Digital team. The entire podcast experience was smooth, well-organized, and genuinely enjoyable from start to finish. Kevin does a great job setting the tone and making the conversation feel natural, while still keeping things focused and valuable for the audience. It’s clear the team puts real thought into how they support and highlight law firm owners. I appreciated the preparation, communication, and overall professionalism throughout. I’d absolutely recommend Array Digital to any attorney looking to work with a team that understands our world and knows how to bring out meaningful conversations.
  
 
       
   Heuser & Heuser, LLP Colorado Springs 
 February 17, 2026
 
 
  Had a great experience with Kevin on "The Managing Partners Podcast with Kevin Daisey." We talked talked best practices, recent trends, AI, service vs. hospitality, and the legal landscape going forward in 2026. Kevin knows his stuff and provided excellent insight that I will be incorporating into my practice. Easy to work with and down to earth. Highly recommend!
  
 
       
   Brett Harrison 
 February 3, 2026
 
 
  My name is Brett Harrison, from The Harrison Law Group, P.C. - I really enjoyed speaking with Kevin Daisey on his Podcast.  Kevin really allows you as a guest to be yourself.  Kevin's Podcast and his guests provide great tips and ideas that can impact both you and your business.  You can tell speaking with Kevin that he cares about people and wants to use his podcast platform to help business owners.  Lastly,  what I found refreshing is that Kevin does not try and sell you anything or promote himself or his business. -- Kevin, Stay Great!
  
 
       
   Michael Cohan 
 January 15, 2026
 
 
  Had the pleasure of appearing on the Array Digital podcast. Had a fantastic experience on conversation with Kevin - who is a uniquely talented. Thank you Array Digital.