{"id":59981,"date":"2022-10-26T14:59:54","date_gmt":"2022-10-26T14:59:54","guid":{"rendered":"https:\/\/mailrelay.com\/glossary\/roas-return-on-advertising-spend\/"},"modified":"2023-09-07T08:51:24","modified_gmt":"2023-09-07T08:51:24","slug":"roas-return-on-advertising-spend","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/es\/glosario\/roas-return-on-advertising-spend\/","title":{"rendered":"ROAS (Return on advertising spend)"},"content":{"rendered":"<p>ROAS es el acr\u00f3nimo de <em>Return On Advertising Spend<\/em> (retorno en la inversi\u00f3n publicitaria), se trata de una m\u00e9trica que se utiliza en marketing para conocer si una campa\u00f1a esta funcionando o no, es decir si se est\u00e1n cumpliendo los KPIs establecidos.<\/p>\n<h2>1. \u00bfC\u00f3mo calcular el ROAS?<\/h2>\n<p>La f\u00f3rmula para calcular ROAS es muy sencilla, se trata de dividir los ingresos generados entre la inversi\u00f3n llevada a cabo (para conocer cu\u00e1ndo nos ha reportado cada euro gastado).<\/p>\n<p><code>ROAS = (Ingresos - Gastos)<\/code><\/p>\n<p>Con un ejemplo se ver\u00e1 mas claro. Supongamos que el mes pasado realizamos una campa\u00f1a en Adwords que nos ha supuesto un coste de 6.250 euros, y gracias a ella hemos conseguido vender camisetas por valor de 15.500 euros.<\/p>\n<p><code>ROAS = (15.500 \/ 6.250)<\/code><\/p>\n<p>Por lo tanto por cada euro que hemos gastado el ROAS obtenido ha sido de 2,48 euros.<\/p>\n<h2>2. ROAS y ROI<\/h2>\n<p>El ROAS (<em>Return On Advertising Spend<\/em>) y el <a href=\"https:\/\/mailrelay.com\/es\/glosario\/roi-return-on-investment\/\" target=\"_blank\" rel=\"noopener\">ROI<\/a> (<em>Return Of Investment<\/em>) son dos m\u00e9tricas que muy com\u00fanmente se confunden. Es cierto, que ROAS y ROI tienen ciertas similitudes, pero es necesario aprender a diferenciarlos.<\/p>\n<p>Comencemos por el ROI. Se trata de una m\u00e9trica con la que se calcula el retorno de la inversi\u00f3n realiza, es decir: el porcentaje de rentabilidad. El ROI es la m\u00e9trica que da el valor de las ganancias obtenidas despu\u00e9s de restar los gastos y se calcula asi:.<\/p>\n<p><code>ROI = (Ingresos - Gastos) \/ Gastos x 100<\/code><\/p>\n<p>El ROAS, por su parte, nos reporta los ingresos brutos que se han generado en la campa\u00f1a, para ello tan solo compara la cantidad ganada y la cantidad gastada. Tal y como se indico arriba, se calcula as\u00ed:<\/p>\n<p><code>ROAS = (Ingresos - Gastos)<\/code><\/p>\n<h2>3. Ventajas de medir el ROAS<\/h2>\n<p>La correcta interpretaci\u00f3n de medir el ROAS nos va a reportar una serie de ventajas, entre la sube se encuentran:<\/p>\n<ul>\n<li>Permite establecer presupuestos m\u00e1s ajustados para futuras campa\u00f1as de publicidad.<\/li>\n<li>Nos permite conocer las mejores plataformas, donde nuestras campa\u00f1as de publicidad han sido mas rentables, para haciendo uso de ellas tener un rendimiento acorde a nuestros objetivos.<\/li>\n<li>Ayuda a desarrolla estrategias publicitarias m\u00e1s eficaces\/rentables. Nos desvela de forma sencilla si hemos acertado o no.<\/li>\n<li>Permite tomar buenas decisiones, dado que nos ayuda a detectar problemas en campa\u00f1as en curso, as\u00ed como a potenciar a los canales\/acciones mas efectivos.<\/li>\n<\/ul>\n","protected":false},"template":"","class_list":["post-59981","glossary","type-glossary","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ROAS (Return on advertising spend) - Mailrelay<\/title>\n<meta name=\"description\" content=\"ROAS es el acr\u00f3nimo de Return On Advertising Spend (retorno en la inversi\u00f3n publicitaria)\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mailrelay.com\/es\/glosario\/roas-return-on-advertising-spend\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ROAS (Return on advertising spend) - 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La f\u00f3rmula para calcular ROAS es muy sencilla,&hellip;","_links":{"self":[{"href":"https:\/\/mailrelay.com\/es\/wp-json\/wp\/v2\/glossary\/59981","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mailrelay.com\/es\/wp-json\/wp\/v2\/glossary"}],"about":[{"href":"https:\/\/mailrelay.com\/es\/wp-json\/wp\/v2\/types\/glossary"}],"version-history":[{"count":1,"href":"https:\/\/mailrelay.com\/es\/wp-json\/wp\/v2\/glossary\/59981\/revisions"}],"predecessor-version":[{"id":74328,"href":"https:\/\/mailrelay.com\/es\/wp-json\/wp\/v2\/glossary\/59981\/revisions\/74328"}],"wp:attachment":[{"href":"https:\/\/mailrelay.com\/es\/wp-json\/wp\/v2\/media?parent=59981"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}