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Return on Revenue (ROR)


Return on Revenue (ROR) is a financial indicator that measures a company’s profitability in relation to its total revenue. In other words, it shows how much profit a company makes for every dollar it generates in sales. ROR is calculated by dividing net income by total revenue and is usually expressed as a percentage.


The phonetic pronunciation of “Return on Revenue (ROR)” is: Ree-turn on Rev-uh-noo (R-O-R).

Key Takeaways

  1. ROR is an Essential Financial Metric: Return on Revenue (ROR) is a crucial financial metric used by businesses to assess profitability. It shows how much profit a company is earning in relation to its total revenue, reflecting the company’s efficiency in converting revenue into profit.
  2. Calculation of ROR: ROR is calculated by dividing net income by total revenue, then multiplying the result by 100 to get a percentage. A higher percentage indicates the company is returning more profits per unit of revenue, reflecting better operational efficiency.
  3. Tools for Comparison and Decision Making: ROR is a useful tool for comparing profitability between different companies, or looking at a company’s profitability over time. This information can help investors and shareholders make informed decisions around investment, financing and operational strategies.


Return on Revenue (ROR) is a vital finance term as it provides a comprehensive analysis of a company’s profitability. It indicates the company’s ability to generate profits from its revenues, expressing those profits as a percentage of the revenue. By doing so, ROR helps investors, stakeholders, and management understand the efficiency of the business operations. High ROR indicates a well-managed and profitable company with excellent operational efficiencies; meanwhile, a low ROR might suggest issues with cost management or pricing strategies. As such, ROR serves as a critical measure for evaluating the company’s financial health, operational efficiency, and potential for future growth.


Return on Revenue (ROR) is a financial metric primarily used to measure a company’s profitability. It gives an insight into how effectively the company is utilizing its revenue and converting it into profits. ROR is especially important for investors, as it provides a snapshot of the company’s operational efficiency, and can also be used to compare the profit metrics of different companies. A higher ROR usually indicates that the company is well-managed and has efficient operational structures in place.ROR serves several significant roles in strategic planning, investor decision making, and overall financial management. For instance, businesses use it to evaluate their performance over time to know if there’s need to adjust the strategies being employed to increase revenue or reduce expenses. Investors, on the other hand, use ROR as a tool to evaluate a company’s profitability in terms of making investment decisions. It helps them determine if a company has the potential to be profitable in the long run and, therefore, worth investing in.


1. Amazon Inc.: As one of the world’s largest e-commerce platforms, Amazon heavily invests in various operations like marketing, acquisition, and expansion. In 2020, Amazon reported net income of $21.33 billion and total revenue of $386 billion, which means its Return on Revenue (ROR) was about 5.5%. This ratio indicates how much profit Amazon was able to generate per dollar of revenue.2. McDonalds Corp.: This multinational fast-food chain has long been a model of operational efficiency. For 2020, McDonald’s reported a net income of $4.73 billion and total revenue of $19.21 billion, translating to ROR of approximately 24.6%. This high ROR suggests that McDonald’s is extremely efficient at converting revenue into profit.3. General Motors (GM): As an automobile manufacturer dealing with a highly competitive market and thin profit margins, GM reported a net income of $6.43 billion and total revenue of $122.5 billion in 2020. This results in an ROR of roughly 5.25%. This ratio demonstrates that, although GM operates in a tight-margin industry, it still manages to turn a considerable amount of its revenue into profits.

Frequently Asked Questions(FAQ)

What is Return on Revenue (ROR)?

Return on Revenue (ROR) is a financial metric utilized by businesses to measure the profitability of a company relative to its revenue. In simpler terms, it indicates how effectively a company is converting its revenues into profits.

How do you calculate ROR?

ROR is calculated by dividing a company’s net income by its total revenues. The result is then multiplied by 100 to be expressed as a percentage.

What does a higher Return on Revenue indicate?

A higher ROR suggests that a company is efficient in its operations and is successfully converting its income into profits. This efficiency may be a result of superior management, successful cost control, or effective pricing strategies.

Can ROR be a negative value?

Yes, a company can have a negative ROR. If the net income is negative (the company is making a loss), then the ROR will also be negative. This shows that the company is not profitable and is not getting return on its revenue.

Is a higher ROR always a good sign?

While a higher ROR generally suggests that a company is functioning well, this is not always the case. It’s crucial to compare ROR figures within the industry because what might be considered a high ROR in one sector could be considered low in another.

How often should ROR be calculated?

The frequency of ROR calculation depends on the needs and goals of the business, but many businesses like to calculate it quarterly or annually.

How does ROR differ from Return on Investment (ROI)?

Although both are profitability ratios, they measure different things. ROR is used to analyze a company’s profitability in relation to its revenues, whereas ROI measures the return on a specific investment relative to its cost.

Can ROR be used to compare companies in different industries?

It’s not always appropriate to use ROR to compare companies across different industries as profit margins can vary significantly from one industry to another. It’s better used for comparisons between companies in the same sector.

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