PulseUp, a growing fitness app startup, launched a nationwid…
PulseUp, a growing fitness app startup, launched a nationwide digital campaign centered around the tagline “Push Your Limits.” The campaign highlighted new app features like AI-personalized workout plans and social accountability challenges. It was distributed via social media influencers, YouTube pre-roll ads, and in-app partnerships with fitness tracking devices. PulseUp spent $150,000 on the campaign. Over a three-month period, profits rose from $400,000 to $610,000. As a marketing analyst at PulseUp, which approach should you use to assess the return on investment (ROI) for this campaign?