Marketing involves everything you do to attract new customers, retain existing ones, and build brand loyalty to increase sales and profit for overall business growth. However, tracking the returns on investment for online advertising requires teamwork between the accounting department and the marketing department. Tracking ROI for online advertising lets you know if your tactics are working. Although certain aspects of online advertising, like brand awareness, cannot be measured using actual figures. However, how much of the investment was returned should be mentioned and evaluated. Tracking phone calls, click, conversions, and form submissions and comparing the data to your actual revenue and customers should be carried out periodically to determine online advertising’s efficiency and profitability. If you are making money, then invest more. If you are not then something needs to be adjusted. Apart from the increase in sales and revenue, measuring your online advertising return on investment can be carried out by looking at the essential metrics as highlighted below: a. Number of unique website visitors per week or month b. The number of new email subscribers c. The number of clicks d. Increase in social media followers e. Increase in social media engagement such as likes, shares, comments, etc. f. Domain position on the search engines g. Changes increase in average order value per month.