{"id":101,"date":"2022-10-04T10:55:56","date_gmt":"2022-10-04T17:55:56","guid":{"rendered":"https:\/\/aarki.com\/?p=101"},"modified":"2024-03-23T16:48:40","modified_gmt":"2024-03-23T23:48:40","slug":"roi-vs-roas-definitions-and-differences","status":"publish","type":"post","link":"https:\/\/www.aarki.com\/zh\/insights\/roi-vs-roas-definitions-and-differences\/","title":{"rendered":"ROI \u4e0e ROAS\uff1a\u5b9a\u4e49\u548c\u533a\u522b"},"content":{"rendered":"
\"ROI<\/figure>\n\n\n\n

<\/p>\n\n\n\n

\u5982\u679c\u60a8\u4ece\u4e8b\u79fb\u52a8\u5e7f\u544a\u884c\u4e1a\uff0c\u60a8\u4e00\u5b9a\u542c\u8bf4\u8fc7\u6295\u8d44\u56de\u62a5\u7387 (ROI) \u548c\u5e7f\u544a\u652f\u51fa\u56de\u62a5\u7387 (ROAS) \u7b49\u672f\u8bed\uff0c\u7b80\u800c\u8a00\u4e4b\uff0c\u5b83\u4eec\u53ef\u4ee5\u5e2e\u52a9\u8425\u9500\u4eba\u5458\u8861\u91cf\u8425\u9500\u6210\u529f\u3002\u6709\u65f6\uff0c\u8fd9\u4e24\u4e2a\u672f\u8bed\u4f1a\u4e92\u6362\u4f7f\u7528\uff0c\u5e76\u88ab\u8ba4\u4e3a\u662f\u76f8\u540c\u7684\uff0c\u4f46\u5b83\u4eec\u4e4b\u95f4\u5b58\u5728\u6839\u672c\u533a\u522b\u3002\u5728\u6df1\u5165\u63a2\u8ba8\u8fd9\u4e9b\u533a\u522b\u4e4b\u524d\uff0c\u8ba9\u6211\u4eec\u5148\u5206\u522b\u89e3\u91ca\u4e00\u4e0b\u8fd9\u4e24\u4e2a\u672f\u8bed\u3002<\/p>\n\n\n\n

\u4ec0\u4e48\u662f\u6295\u8d44\u56de\u62a5\u7387 (ROI)\uff1f<\/strong><\/h2>\n\n\n\n

ROI \u4ee3\u8868 \u6295\u8d44\u56de\u62a5\u3002<\/strong> \u5b83\u662f\u7528\u6765\u8861\u91cf\u7279\u5b9a\u6295\u8d44\u76f8\u5bf9\u4e8e\u5176\u6210\u672c\u7684\u6536\u76ca\u7684\u6307\u6807\u3002\u6362\u53e5\u8bdd\u8bf4\uff0c\u5b83\u544a\u8bc9\u4f60\u76f8\u5bf9\u4e8e\u4f60\u7684\u652f\u51fa\uff0c\u4f60\u83b7\u5f97\u4e86\u591a\u5c11\u56de\u62a5\u3002<\/p>\n\n\n\n

\u6295\u8d44\u56de\u62a5\u7387 (ROI) \u663e\u793a\u7684\u6574\u4e2a\u8425\u9500\u6295\u8d44\u7684\u603b\u4f53\u76c8\u5229\u80fd\u529b\uff0c\u5e76\u8003\u8651\u4e86\u5176\u4ed6\u6210\u672c\uff0c\u4f8b\u5982\u8f6f\u4ef6\u8bb8\u53ef\u8bc1\u3001\u529e\u516c\u6210\u672c\u3001\u4f9b\u5e94\u5546\u8d39\u7528\u548c\u5458\u5de5\u6210\u672c\u3002\u7b80\u800c\u8a00\u4e4b\uff0c\u5b83\u80fd\u544a\u8bc9\u4f60\u8be5\u8425\u9500\u6d3b\u52a8\u662f\u5426\u76c8\u5229\uff0c\u8db3\u4ee5\u786e\u4fdd\u4f60\u7684\u4e1a\u52a1\u6301\u7eed\u53d1\u5c55\u3002<\/p>\n\n\n\n

\u6240\u4ee5\uff0c \u5982\u4f55\u8ba1\u7b97\u6295\u8d44\u56de\u62a5\u7387\uff1f<\/strong> \u516c\u5f0f\u5f88\u7b80\u5355\uff1a\u5c06\u5229\u6da6\u9664\u4ee5\u6295\u8d44\u6210\u672c\uff0c\u7136\u540e\u5c06\u8be5\u6570\u5b57\u4e58\u4ee5 100%\u3002<\/p>\n\n\n\n

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

\u4ec0\u4e48\u662f ROAS\uff1f<\/strong><\/h2>\n\n\n\n

ROAS \u4ee3\u8868\u5e7f\u544a\u652f\u51fa\u56de\u62a5\u7387\u3002\u8be5\u6307\u6807\u7528\u4e8e\u8861\u91cf\u7279\u5b9a\u5e7f\u544a\u6d3b\u52a8\u4ea7\u751f\u7684\u6536\u5165\u3002\u6362\u53e5\u8bdd\u8bf4\uff0c\u5b83\u662f\u4e00\u4e2a\u767e\u5206\u6bd4\u6307\u6807\uff0c\u8868\u793a\u6bcf\u82b1\u8d39\u4e00\u7f8e\u5143\u5e7f\u544a\u8d39\u6240\u83b7\u5f97\u7684\u6536\u5165\u3002<\/p>\n\n\n\n

ROAS \u7684\u91cd\u8981\u6027\u4e0d\u5bb9\u5c0f\u89d1\u3002\u5373\u4f7f\u4f60\u901a\u8fc7\u5e94\u7528\u8425\u9500\u6d3b\u52a8\u83b7\u5f97\u4e86\u9ad8\u8d28\u91cf\u7684\u7528\u6237\uff0c\u5e76\u4e3a\u4f60\u7684\u5e94\u7528\u5e26\u6765\u4e86\u6536\u5165\uff0c\u4f46\u5982\u679c\u4f60\u4e3a\u65b0\u7528\u6237\u652f\u4ed8\u7684\u8d39\u7528\u8d85\u8fc7\u4e86\u5b9e\u9645\u83b7\u5f97\u7684\u7528\u6237\u6210\u672c\uff0c\u4f60\u4ecd\u7136\u53ef\u80fd\u9762\u4e34\u4e8f\u635f\u3002<\/p>\n\n\n\n

\u60f3\u77e5\u9053 \u5982\u4f55\u8ba1\u7b97ROAS\uff1f <\/strong>\u53ea\u9700\u5c06\u5e7f\u544a\u6d3b\u52a8\u7684\u6536\u5165\u9664\u4ee5\u5e7f\u544a\u6d3b\u52a8\u7684\u6210\u672c\uff0c\u7136\u540e\u5c06\u8be5\u6570\u5b57\u4e58\u4ee5 100%\u3002<\/p>\n\n\n\n

\"ROAS<\/figure>\n\n\n\n

\u4e3a\u4ec0\u4e48 ROAS \u5f88\u91cd\u8981\uff1f<\/strong><\/h2>\n\n\n\n

\u5728\u79fb\u52a8\u8425\u9500\u4e2d\uff0c\u7528\u6237\u83b7\u53d6\u7ecf\u7406\u4f1a\u4f7f\u7528 ROAS \u8ba1\u7b97\u6765\u9884\u6d4b\u4ed6\u4eec\u7684\u8425\u9500\u5de5\u4f5c\uff0c\u4ee5\u786e\u4fdd\u8425\u9500\u5de5\u4f5c\u6b65\u5165\u6b63\u8f68\u3002\u5a92\u4f53\u4e70\u5bb6\u503e\u5411\u4e8e\u6309\u7fa4\u7ec4\u8bc4\u4f30 ROAS\uff0c\u901a\u5e38\u9488\u5bf9\u7b2c 3 \u5929\u3001\u7b2c 7 \u5929\u3001\u7b2c 14 \u5929\u548c\u7b2c 30 \u5929\u3002\u901a\u8fc7\u8bc4\u4f30\u6bcf\u4e2a\u7fa4\u7ec4\u7684\u6548\u679c\u8ddf\u8e2a\u60c5\u51b5\uff0c\u8425\u9500\u4eba\u5458\u53ef\u4ee5\u505a\u51fa\u660e\u667a\u7684\u51b3\u7b56\uff0c\u51b3\u5b9a\u5728\u54ea\u4e9b\u6e20\u9053\u6216\u5e7f\u544a\u5f62\u5f0f\u4e0a\u6295\u5165\u66f4\u591a\uff0c\u4ee5\u53ca\u54ea\u4e9b\u6e20\u9053\u6216\u5e7f\u544a\u5f62\u5f0f\u5e94\u8be5\u653e\u5f03\u3002<\/p>\n\n\n\n

ROI\u548cROAS\u4e4b\u95f4\u7684\u533a\u522b<\/strong><\/h2>\n\n\n\n

\u8bf4\u5230\u6295\u8d44\u56de\u62a5\u7387 (ROI) \u548c\u5e7f\u544a\u652f\u51fa\u56de\u62a5\u7387 (ROAS)\uff0c\u5b83\u4eec\u4e4b\u95f4\u5b58\u5728\u4e00\u4e9b\u4e3b\u8981\u533a\u522b\u3002\u9996\u5148\uff0cROI \u8861\u91cf\u7684\u662f\u6574\u4f53\u6295\u8d44\u7684\u603b\u56de\u62a5\uff0c\u800c ROAS \u4ec5\u8ba1\u7b97\u7279\u5b9a\u5e7f\u544a\u7cfb\u5217\u7684\u56de\u62a5\u3002\u672c\u8d28\u4e0a\uff0c ROI \u662f\u4e00\u4e2a\u66f4\u5927\u7684\u6307\u6807\uff0c\u800c ROAS \u662f\u8861\u91cf\u7279\u5b9a\u5e7f\u544a\u6d3b\u52a8\u6210\u529f\u4e0e\u5426\u7684\u6307\u6807\u3002 <\/strong><\/p>\n\n\n\n

\u5176\u6b21\uff0cROAS\u5173\u6ce8\u7684\u662f\u6536\u5165\uff0c\u800cROI\u5173\u6ce8\u7684\u662f\u5229\u6da6\u3002ROAS\u4ec5\u57fa\u4e8e\u5e7f\u544a\u76f4\u63a5\u652f\u51fa\u8fdb\u884c\u8ba1\u7b97\uff0c\u800cROI\u7684\u8ba1\u7b97\u5219\u5305\u542b\u603b\u8fd0\u8425\u652f\u51fa\u3002<\/p>\n\n\n\n

\u6700\u540e\uff0cROAS \u53ef\u4ee5\u544a\u8bc9\u60a8\u60a8\u7684\u5e7f\u544a\u6d3b\u52a8\u662f\u5426\u6b63\u5728\u4ea7\u751f\u6536\u5165\uff0c\u4f46\u5b83\u4e0d\u4f1a\u544a\u8bc9\u60a8\u6700\u7ec8\u60a8\u7684\u5e7f\u544a\u6d3b\u52a8\u662f\u5426\u4e3a\u516c\u53f8\u5e26\u6765\u5229\u6da6\u3002<\/p>\n\n\n\n

\u8bf7\u53c2\u9605\u4e0b\u8868\uff0c\u4e86\u89e3 ROAS \u548c ROI \u4e4b\u95f4\u7684\u5dee\u5f02\u3002<\/p>\n\n\n\n

\"ROAS<\/figure>\n\n\n\n

<\/p>\n\n\n\n

\u8ba9\u6211\u4eec\u6765\u770b\u4e00\u4e2a ROAS \u4e0e ROI \u7684\u4f8b\u5b50\uff0c\u770b\u770b\u5b9e\u9645\u64cd\u4f5c\u4e2d ROAS \u4e0e ROI \u662f\u5982\u4f55\u6bd4\u8f83\u7684\u3002\u5047\u8bbe\u60a8\u7684\u516c\u53f8\u6536\u5165\u4e3a $100,000\uff0c\u5e7f\u544a\u652f\u51fa\u4e3a $25,000\u3002\u6b64\u5916\uff0c\u8f6f\u4ef6\u3001\u4eba\u5458\u7b49\u6210\u672c\u603b\u8ba1\u4e3a $80,000\u3002\u5728\u8fd9\u79cd\u60c5\u51b5\u4e0b\uff0c\u6211\u4eec\u8ba1\u7b97 ROI \u548c ROAS\uff0c\u4ee5\u51c6\u786e\u8bc4\u4f30\u60a8\u7684\u5e7f\u544a\u7cfb\u5217\u7684\u6548\u679c\uff1a<\/p>\n\n\n\n

\u5e7f\u544a\u652f\u51fa\u56de\u62a5\u7387 = ($100,000 \/ $25,000) x 100% = 400%
\u6295\u8d44\u56de\u62a5\u7387 = (-$5,000 \/ $105,000) x 100% = -4.76%
\u5176\u4e2d -$5,000 \u662f\u5229\u6da6 ($100,000 \u2013 $25,000 \u2013 $80,000)
$105,000 \u662f\u5e7f\u544a\u652f\u51fa\uff08$25,000 + $80,000\uff09<\/p>\n\n\n\n

\u5982\u4f60\u770b\u5230\u7684\uff0c \u867d\u7136 ROAS \u63d0\u4f9b\u4e86\u4e00\u4e2a\u975e\u5e38\u79ef\u6781\u7684\u6570\u5b57\uff0c\u8868\u660e\u5e7f\u544a\u662f\u6709\u6548\u7684\uff0c\u4f46 ROI \u6307\u6807\u663e\u793a\u6574\u4e2a\u9879\u76ee\u5bf9\u516c\u53f8\u6765\u8bf4\u5e76\u6ca1\u6709\u76c8\u5229\u3002<\/strong><\/p>\n\n\n\n

\u8fd9\u5c31\u662f\u4e3a\u4ec0\u4e48\u5728\u5f00\u5c55\u79fb\u52a8\u5e7f\u544a\u6d3b\u52a8\u65f6\uff0c\u53ca\u65f6\u4e86\u89e3 ROI \u548c ROAS \u5982\u6b64\u91cd\u8981\u3002<\/p>\n\n\n\n

\u63d0\u9ad8 ROAS\uff08\u4ee5\u53ca\u6700\u7ec8 ROI\uff09\u7684 3 \u79cd\u65b9\u6cd5<\/strong><\/h2>\n\n\n\n

    1.\u8bbe\u5b9a\u57fa\u51c6<\/strong><\/h3>\n\n\n\n

\u5c3d\u7ba1\u8425\u9500\u4eba\u5458\u65e9\u5df2\u4f7f\u7528ROAS\u6765\u8861\u91cf\u8425\u9500\u6d3b\u52a8\u7684\u6210\u529f\uff0c\u4f46\u201c\u4ec0\u4e48\u662f\u597d\u7684ROAS\u201d\u8fd9\u4e2a\u95ee\u9898\u4ecd\u7136\u6ca1\u6709\u7b54\u6848\u3002\u60a8\u53ef\u4ee5\u5c06\u6b63\u6570ROAS\u89c6\u4e3a\u597d\u7684ROAS\uff0c\u4f46\u6700\u7ec8\uff0c\u60a8\u9700\u8981\u6839\u636e\u60a8\u7684\u5e94\u7528\u7c7b\u522b\u3001\u76ee\u6807\u53d7\u4f17\u548c\u8fc7\u5f80\u7684\u8425\u9500\u6d3b\u52a8\u8bbe\u5b9a\u660e\u786e\u7684\u57fa\u51c6\u3002<\/p>\n\n\n\n

    2. \u6d4b\u8bd5\u548c\u4f18\u5316 <\/strong><\/h3>\n\n\n\n

\u63d0\u9ad8\u5e7f\u544a\u652f\u51fa\u56de\u62a5\u7387 (ROAS) \u7684\u53e6\u4e00\u4e2a\u5173\u952e\u56e0\u7d20\u662f\u6d4b\u8bd5\u3002\u76d1\u63a7\u60a8\u7684\u7b56\u7565\u3001\u5e7f\u544a\u7d20\u6750\u548c\u5e7f\u544a\u683c\u5f0f\uff0c\u786e\u4fdd\u5b83\u4eec\u80fd\u591f\u5e26\u6765\u6700\u4f73\u6548\u679c\u3002\u6bcf\u4e2a\u5143\u7d20\u90fd\u5e94\u8be5\u5728\u6240\u6709\u53ef\u80fd\u7684\u8fed\u4ee3\u4e2d\u9010\u4e00\u8fdb\u884c\u7cfb\u7edf\u6027\u5730\u4f18\u5316\u3002\u5728 Aarki\uff0c\u6211\u4eec\u8fd9\u6837\u505a \u8fd9<\/a>.<\/p>\n\n\n\n

    3. \u91cd\u65b0\u5438\u5f15\u9ad8\u4ef7\u503c\u7528\u6237 <\/strong><\/h3>\n\n\n\n

\u6295\u5165\u5145\u8db3\u7684\u9884\u7b97\uff0c\u901a\u8fc7\u91cd\u65b0\u5438\u5f15\u73b0\u6709\u7528\u6237\u6765\u63d0\u5347\u4ed6\u4eec\u7684\u751f\u547d\u5468\u671f\u4ef7\u503c (LTV)\u3002\u627e\u5230\u90a3\u4e9b\u5e26\u6765\u9ad8 ROAS \u7684\u7528\u6237\uff0c\u5e76\u901a\u8fc7\u5411\u4ed6\u4eec\u5c55\u793a\u518d\u8425\u9500\u5e7f\u544a\u6765\u6700\u5927\u5316\u4ed6\u4eec\u7684\u4ef7\u503c\uff0c\u4ece\u800c\u4fc3\u4f7f\u4ed6\u4eec\u518d\u6b21\u8d2d\u4e70\u3002<\/p>\n\n\n\n

\u5e95\u7ebf<\/strong><\/h2>\n\n\n\n

\u5728\u8003\u8651\u6295\u8d44\u56de\u62a5\u7387 (ROI) \u4e0e\u5e7f\u544a\u652f\u51fa\u56de\u62a5\u7387 (ROAS) \u65f6\uff0c\u52a1\u5fc5\u8bb0\u4f4f\uff0c\u4e24\u8005\u5e76\u975e\u975e\u6b64\u5373\u5f7c\u3002\u8fd9\u4e24\u4e2a\u6307\u6807\u5bf9\u4e8e\u63a8\u52a8\u60a8\u7684\u5e94\u7528\u8425\u9500\u5de5\u4f5c\u548c\u4e1a\u52a1\u6210\u529f\u90fd\u81f3\u5173\u91cd\u8981\u3002ROI \u53ef\u7528\u4e8e\u4e86\u89e3\u957f\u671f\u76c8\u5229\u80fd\u529b\uff0c\u800c ROAS \u5219\u53ef\u7528\u4e8e\u4f18\u5316\u77ed\u671f\u7b56\u7565\u3002<\/p>","protected":false},"excerpt":{"rendered":"

\u6709\u65f6 ROAS \u548c ROI \u4f1a\u88ab\u4e92\u6362\u4f7f\u7528\uff0c\u5e76\u88ab\u8ba4\u4e3a\u662f\u76f8\u540c\u7684\uff0c\u4f46\u5b83\u4eec\u4e4b\u95f4\u5b58\u5728\u6839\u672c\u5dee\u5f02\u3002.<\/p>","protected":false},"author":5,"featured_media":681,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","event_date":"","external_url":"","gated_content":false,"hubspot_url":"","footnotes":""},"categories":[13],"tags":[55,50,49,51,52,48,53,54],"class_list":["post-101","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","tag-improve-your-roas","tag-roas-definition","tag-roi-definition","tag-roi-roas-definitions","tag-roi-roas-differences","tag-roi-versus-roas","tag-what-is-roas","tag-why-does-roas-matter"],"yoast_head":"\nROI vs. ROAS: Definitions and Differences - Aarki<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.aarki.com\/zh\/insights\/roi-vs-roas-definitions-and-differences\/\" \/>\n<meta property=\"og:locale\" content=\"zh_CN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ROI vs. ROAS: Definitions and Differences\" \/>\n<meta property=\"og:description\" content=\"Sometimes ROAS and ROI are used interchangeably and are perceived as the same, but there are fundamental differences between them.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.aarki.com\/zh\/insights\/roi-vs-roas-definitions-and-differences\/\" \/>\n<meta property=\"og:site_name\" content=\"Aarki\" \/>\n<meta property=\"article:published_time\" content=\"2022-10-04T17:55:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-03-23T23:48:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.aarki.com\/wp-content\/uploads\/2022\/10\/ROI-vs-ROAS-Blog-Header-1024x453.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"453\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Carla\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u4f5c\u8005\" \/>\n\t<meta name=\"twitter:data1\" content=\"Carla\" \/>\n\t<meta name=\"twitter:label2\" content=\"\u9884\u8ba1\u9605\u8bfb\u65f6\u95f4\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 \u5206\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.aarki.com\\\/insights\\\/roi-vs-roas-definitions-and-differences\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.aarki.com\\\/insights\\\/roi-vs-roas-definitions-and-differences\\\/\"},\"author\":{\"name\":\"Carla\",\"@id\":\"https:\\\/\\\/www.aarki.com\\\/#\\\/schema\\\/person\\\/fe1530cc8c70710375a875fa4af15e10\"},\"headline\":\"ROI vs. ROAS: Definitions and Differences\",\"datePublished\":\"2022-10-04T17:55:56+00:00\",\"dateModified\":\"2024-03-23T23:48:40+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.aarki.com\\\/insights\\\/roi-vs-roas-definitions-and-differences\\\/\"},\"wordCount\":853,\"image\":{\"@id\":\"https:\\\/\\\/www.aarki.com\\\/insights\\\/roi-vs-roas-definitions-and-differences\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.aarki.com\\\/wp-content\\\/uploads\\\/2022\\\/10\\\/ROI-vs-ROAS-Blog-Header.png\",\"keywords\":[\"improve your ROAS\",\"ROAS Definition\",\"ROI Definition\",\"ROI ROAS Definitions\",\"ROI ROAS Differences\",\"ROI versus ROAS\",\"What is ROAS\",\"Why does ROAS matter\"],\"articleSection\":[\"Insights\"],\"inLanguage\":\"zh-CN\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.aarki.com\\\/insights\\\/roi-vs-roas-definitions-and-differences\\\/\",\"url\":\"https:\\\/\\\/www.aarki.com\\\/insights\\\/roi-vs-roas-definitions-and-differences\\\/\",\"name\":\"ROI vs. ROAS: Definitions and Differences - 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