{"id":8232,"date":"2022-01-14T13:00:00","date_gmt":"2022-01-14T12:00:00","guid":{"rendered":"https:\/\/carontestudio.com\/blog\/?p=8232"},"modified":"2022-03-08T16:25:45","modified_gmt":"2022-03-08T15:25:45","slug":"roi-y-roas-metricas-parecidas-pero-diferentes","status":"publish","type":"post","link":"https:\/\/carontestudio.com\/blog\/roi-y-roas-metricas-parecidas-pero-diferentes\/","title":{"rendered":"ROI y ROAS_ m\u00e9tricas parecidas pero diferentes"},"content":{"rendered":"\n

El ROI y el ROAS son dos m\u00e9tricas que se utilizan y se han utilizado tradicionalmente para medir el rendimiento de nuestra inversi\u00f3n publicitaria.<\/p>\n\n\n\n

Hoy en d\u00eda tanto en Google Analytics como en Google Ads<\/a> la \u00fanica m\u00e9trica que vamos a ver disponible es el ROAS.\u00a0<\/p>\n\n\n\n

Qu\u00e9 es el ROI y el ROAS<\/h2>\n\n\n\n

Empezamos definiendo ambas m\u00e9tricas, se definen de una manera bastante parecida, pero con su matiz. <\/p>\n\n\n\n

ROI<\/h3>\n\n\n\n

El ROI<\/strong> es el retorno de la inversi\u00f3n publicitaria.<\/p>\n\n\n\n

C\u00f3mo se calcula el ROI<\/h4>\n\n\n\n
ROI = (Ingresos obtenidos de campa\u00f1as - Coste de inversi\u00f3n publicitaria) \/ Coste de inversi\u00f3n publicitaria<\/pre>\n\n\n\n
ROAS<\/h3>\n\n\n\n
El ROAS<\/strong> es el ingreso obtenido en relaci\u00f3n a la inversi\u00f3n realizada.<\/p>\n\n\n\n
C\u00f3mo se calcula el ROAS<\/h4>\n\n\n\n
ROAS = Ingresos obtenidos de campa\u00f1as \/ Coste de inversi\u00f3n publicitaria<\/pre>\n\n\n\n
<\/div>\n\n\n\n
Nota: Si multiplicamos el resultado de cualquiera de las dos m\u00e9tricas x 100, obtenemos un resultado porcentual.<\/p>\n\n\n\n
Porqu\u00e9 las plataformas usan el ROAS<\/h2>\n\n\n\n
Por una simple percepci\u00f3n subjetiva mucho m\u00e1s positiva<\/strong>. El ROAS nunca va a poder ser negativo, podr\u00e1 ser un cero por ciento como m\u00e1ximo y no un valor negativo. Un par de ejemplos para que lo ve\u00e1is:<\/p>\n\n\n\n
\n
C\u00e1lculo con 1.000 \u20ac de ingresos y un coste de 1.000 \u20ac<\/p>\n
ROI = 1000 – 1000 \/ 1000 = 0 x 100 = 0%<\/p>\n
ROAS = 1000 \/ 1000 = 1 x 100 = 100%<\/p>\n<\/div>\n\n\n\n
\n
C\u00e1lculo con 0 \u20ac de ingresos y un coste de 1.000 \u20ac<\/p>\n
ROI = 0 – 1000 \/ 1000 = -1 x 100 = -100%<\/p>\n
ROAS = 0 \/ 1000 = 0 x 100 = 0%<\/p>\n<\/div>\n\n\n\n
Conclusi\u00f3n<\/h2>\n\n\n\n
Es importante tener esto en cuenta, el ROI ofrece ese margen de beneficio y el ROAS simplemente nos dice lo que estamos ganando por cada euro invertido<\/strong>. <\/p>\n\n\n\n
Aunque son dos visiones complementarias del negocio, debemos tener presente que m\u00e9trica estamos utilizando y evitar comparaciones cuando son m\u00e9tricas que se calculan de manera completamente diferente.<\/p>\n\n\n\n
Utilices la que utilices, no dejes de conocer la rentabilidad de tus campa\u00f1as publicitarias<\/a><\/strong>.<\/p>\n\n\n\n
\u00a1Nos vemos en la pr\u00f3xima! Chaito.<\/p>\n","protected":false},"excerpt":{"rendered":"
Si sabes exactamente cu\u00e1l es la diferencia entre el ROI y el ROAS no sigas leyendo<\/p>\n","protected":false},"author":5,"featured_media":8256,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[64],"tags":[66],"class_list":["post-8232","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sem","tag-google-ads"],"acf":[],"yoast_head":"\nROI y ROAS_ m\u00e9tricas parecidas pero diferentes - Caronte Web Studio<\/title>\n<meta name=\"description\" content=\"El ROI ofrece el margen de beneficio y el ROAS simplemente nos dice lo que estamos ganando por cada euro invertido\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/carontestudio.com\/blog\/roi-y-roas-metricas-parecidas-pero-diferentes\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ROI y ROAS_ m\u00e9tricas parecidas pero diferentes - 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