“Evaluating and comparing the academic performance of a journal, a researcher or a single paper has long remained a critical, necessary but also controversial issue. Most of existing metrics invalidate comparison across different fields of science or even between different types of papers in the same field. This paper proposes a new metric, called return on citation (ROC), which is simply a citation ratio but applies to evaluating the paper, the journal and the researcher in a consistent way, allowing comparison across different fields of science and between different types of papers and discouraging unnecessary and coercive/self-citation.”