ROAS vs ROI: dono mein farak kya hai (simple example ke saath)
ROAS 4x sunke lagta hai paisa chaar guna ho gaya. Lekin profit kitna bacha? ROAS aur ROI ka farak, ek kurti brand ke real-style hisaab ke saath.
Agency ne bola “ROAS 3.84x hai!” aur sab khush ho gaye. Phir CA ne poochha: “Marketing ke baad haath mein kitna bacha?” Yahin ROAS aur ROI ka farak samajh aata hai.
ROAS kya hai?
ROAS (Return on Ad Spend) = ads se aaya revenue ÷ ad spend
₹10,000 ke ads se ₹38,400 ki sale hui, toh ROAS = 3.84x. Matlab har ₹1 ke ad par ₹3.84 ka revenue. Revenue, profit nahi.
ROI kya hai?
ROI = (marketing se bana profit − marketing cost) ÷ marketing cost × 100
Isme product ka kharcha, shipping, fees aur marketing ka poora kharcha (sirf ads nahi) sab ginte hain.
Ek example
| Line | Amount |
|---|---|
| Revenue (60 orders × ₹960) | ₹57,600 |
| Product + shipping + fees | − ₹32,940 |
| Profit marketing se pehle | ₹24,660 |
| Marketing (ads + content + creators) | − ₹15,000 |
| Net | ₹9,660 |
ROI = 9,660 ÷ 15,000 × 100 ≈ 64%. ROAS ki 3.84x jitni chamak nahi, lekin yahi asli kamaai hai.
Break-even ROAS: aapka “safe” number
Har business ka achha ROAS alag hota hai, kyunki margin alag hota hai.
- Margin ~43% ho, toh break-even ROAS ≈ 1 ÷ 0.43 ≈ 2.3x
- Margin 25% ho, toh break-even ROAS = 1 ÷ 0.25 = 4x
Matlab jo ROAS ek brand ke liye profit hai, wahi doosre ke liye loss ho sakta hai.
Kab kya dekhein?
- Roz/hafte ads optimize karte waqt: ROAS aur CPA
- Mahine ka hisaab aur budget decide karte waqt: ROI, CAC aur customer lifetime value
Revenue vanity hai, profit sanity hai.
Poora hisaab, CAC aur LTV ke saath, course ke Episode 35: Marketing metrics aur Episode 39: Budget, ROI, CAC aur customer lifetime value mein hai.