I have heard marketeers speak of return in terms of:
"Our marketing investment was this amount and our marketing revenues (return) was this amount". Or, if it's a first effort to be accountable just "Our revenues were this amount.".
But, that is not the appropriate measure. It's not even the most relevant measure.
More appropriate would be to report or consider:
- Our marketing investment was this amount and our profit was this amount.
- What would our profit be if we had not made this investment?
- Would our profit be higher or lower had we made the investment in another vehicle?