{"id":18482,"date":"2022-09-29T15:22:19","date_gmt":"2022-09-29T13:22:19","guid":{"rendered":"https:\/\/trilogi.com\/blog\/millora-la-rendibilitat-de-les-teves-campanyes-roas-roi-i-poas\/"},"modified":"2026-10-23T18:30:13","modified_gmt":"2026-10-23T16:30:13","slug":"millora-la-rendibilitat-de-les-teves-campanyes-roas-roi-i-poas","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/millora-la-rendibilitat-de-les-teves-campanyes-roas-roi-i-poas\/","title":{"rendered":"Millora la rendibilitat de les teves campanyes: ROAS, ROI i POAS"},"content":{"rendered":"\n

Qu\u00e8 \u00e9s el ROAS?<\/h2>\n\n\n\n

El retorn de la inversi\u00f3 publicit\u00e0ria (ROAS) \u00e9s una m\u00e8trica que s\u2019utilitza per mesurar l\u2019efic\u00e0cia d\u2019una campanya publicit\u00e0ria. Per calcular el ROAS, cal dividir els ingressos generats pel cost de la campanya. Les empreses d\u2019eCommerce solen utilitzar el ROAS per mesurar el rendiment de les seves campanyes de Google Ads<\/a>, entre d\u2019altres. Tanmateix, cal tenir en compte que el ROAS no considera altres factors com el marge de benefici o el valor de vida del client.<\/p>\n\n\n\n

Com calcular correctament el ROAS?<\/h2>\n\n\n\n

Aquesta m\u00e8trica \u00e9s una manera clau de mesurar l\u2019efic\u00e0cia de les teves campanyes de m\u00e0rqueting i \u00e9s especialment important per a la publicitat de pagament. Hi ha diferents maneres de calcular el ROAS, per\u00f2 la f\u00f3rmula m\u00e9s habitual \u00e9s (ingressos \/ despesa publicit\u00e0ria) x 100.<\/p>\n\n\n\n

Per exemple, si generes 100 \u20ac en vendes amb una campanya amb una despesa publicit\u00e0ria de 10 \u20ac, el teu ROAS seria del 1.000%. Els valors \u00f2ptims varien segons una s\u00e8rie de factors que poden afectar el teu ROAS, com ara el tipus de producte que vens i la mida del teu mercat objectiu, etc. Tanmateix, si vigiles de prop aquesta m\u00e8trica, pots ajustar les campanyes en conseq\u00fc\u00e8ncia i assegurar-te que obtens el m\u00e0xim rendiment del teu pressupost de m\u00e0rqueting.<\/p>\n\n\n\n

Les difer\u00e8ncies entre el ROAS i el ROI<\/h2>\n\n\n\n

Com a propietari d\u2019un negoci, sempre busques maneres de millorar els resultats. Una m\u00e8trica important que has de seguir \u00e9s el retorn de la inversi\u00f3 (ROI). Per\u00f2, i si no tens clar qu\u00e8 \u00e9s el ROI, o en qu\u00e8 es diferencia d\u2019una altra m\u00e8trica, com el retorn de la inversi\u00f3 publicit\u00e0ria (ROAS)?<\/p>\n\n\n\n

Aqu\u00ed tens un resum de les principals difer\u00e8ncies entre el ROAS i el ROI:<\/p>\n\n\n\n

El ROI \u00e9s una mesura \u00e0mplia que examina el rendiment global del teu negoci. T\u00e9 en compte totes les formes d\u2019ingressos i despeses, tant les relacionades directament amb els esfor\u00e7os publicitaris com les indirectes.<\/p><\/blockquote>\n\n\n\n

El ROAS \u00e9s una mesura m\u00e9s espec\u00edfica que nom\u00e9s t\u00e9 en compte els ingressos generats per la despesa publicit\u00e0ria.<\/p><\/blockquote>\n\n\n\n

Com que inclou tots els ingressos i despeses, el ROI pot ser negatiu. Aix\u00f2 vol dir que la teva empresa est\u00e0 perdent diners. En canvi, el ROAS no pot ser mai negatiu perqu\u00e8 nom\u00e9s inclou les despeses de publicitat.<\/p>\n\n\n\n

El ROI \u00e9s \u00fatil per tenir una visi\u00f3 general del rendiment del teu negoci. Tanmateix, pot ser dif\u00edcil segmentar i a\u00efllar l\u2019impacte de la despesa publicit\u00e0ria en la rendibilitat general. Aqu\u00ed \u00e9s on el ROAS resulta \u00fatil. Si fas un seguiment espec\u00edfic dels ingressos generats per la publicitat, pots obtenir una imatge m\u00e9s precisa de l\u2019impacte dels teus esfor\u00e7os de m\u00e0rqueting.<\/p>\n\n\n\n

\"ROI<\/figure>\n\n\n\n

Qu\u00e8 \u00e9s el POAS i com pot millorar les vendes?<\/h2>\n\n\n\n

El Profit on Ad Spend (POAS) \u00e9s un exemple que el m\u00e0rqueting digital<\/a> est\u00e0 en constant evoluci\u00f3. Aquesta nova m\u00e8trica, com el seu nom indica, \u00e9s una nova manera de mesurar els beneficis generats per la inversi\u00f3 en una campanya publicit\u00e0ria. Aix\u00f2 vol dir que, si es fa clic en un anunci per\u00f2 no es fa cap venda, l\u2019anunciant no deu res. El POAS es diferencia del ROAS, o retorn de la despesa publicit\u00e0ria, en el fet que el ROAS mesura quants ingressos es generen per cada euro gastat en publicitat, mentre que el POAS nom\u00e9s mesura les vendes directament atribu\u00efbles als anuncis.<\/p>\n\n\n\n

Aqu\u00ed tens un exemple de les dues f\u00f3rmules per entendre\u2019n les difer\u00e8ncies:<\/p>\n\n\n\n

POAS = GUANYS \/ INVERSI\u00d3 PUBLICIT\u00c0RIA<\/strong><\/p><\/blockquote><\/figure>\n\n\n\n

ROAS = INGRESSOS TOTALS \/ INVERSI\u00d3 PUBLICIT\u00c0RIA<\/strong><\/p><\/blockquote><\/figure>\n\n\n\n

Com podem veure, el POAS s\u2019atribueix el valor real de les vendes i t\u00e9 en compte el marge de guany de cadascuna. Al contrari que el ROAS, que considera els ingressos totals de les vendes sense tenir en compte aquest marge. \u00a0<\/p>\n\n\n\n

Mesurar la rendibilitat de les campanyes de pagament \u00e9s un exercici de comprensi\u00f3 del teu entorn comercial i de reconeixement dels objectius clau de cada anunci. Incorporar noves m\u00e8triques, com ara el POAS, serveix per donar una forma m\u00e9s realista als nostres resultats i no decidir les accions estrat\u00e8giques \u00fanicament amb el ROAS, que no sempre \u00e9s la m\u00e8trica m\u00e9s fiable.<\/p>\n","protected":false},"excerpt":{"rendered":"

Qu\u00e8 \u00e9s el ROAS? El retorn de la inversi\u00f3 publicit\u00e0ria (ROAS) \u00e9s una m\u00e8trica que s\u2019utilitza per mesurar l\u2019efic\u00e0cia d\u2019una campanya publicit\u00e0ria. Per calcular el ROAS, cal dividir els ingressos generats pel cost de la campanya. Les empreses d\u2019eCommerce solen utilitzar el ROAS per mesurar el rendiment de les seves campanyes de Google Ads, entre […]<\/p>\n","protected":false},"author":2,"featured_media":15806,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1727],"tags":[],"class_list":["post-18482","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing"],"yoast_head":"\nMillora la rendibilitat de les teves campanyes: ROAS, ROI i POAS | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Mesurar la rendibilitat de les campanyes de pagament \u00e9s clau. Incorpora m\u00e8triques com ROAS, ROI i POAS i millora la rendibilitat. 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