{"id":5014,"date":"2026-07-29T14:47:56","date_gmt":"2026-07-29T12:47:56","guid":{"rendered":"https:\/\/btop.pl\/?p=5014"},"modified":"2026-09-04T12:04:58","modified_gmt":"2026-09-04T10:04:58","slug":"vysoky-roas-nulovy-zisk-skontroluj-ci-sa-reklama-oplati","status":"publish","type":"post","link":"https:\/\/btop.pl\/sk\/vysoky-roas-nulovy-zisk-skontroluj-ci-sa-reklama-oplati\/","title":{"rendered":"Vysok\u00fd ROAS, nulov\u00fd zisk? Skontrolujte, \u010di sa reklama oplat\u00ed"},"content":{"rendered":"

ROAS je jedn\u00fdm z naj\u010dastej\u0161ie analyzovan\u00fdch ukazovate\u013eov v reklamn\u00fdch kampaniach na trhovisk\u00e1ch. Predajcovia ho sleduj\u00fa na Allegro, Amazon, eMAG<\/strong> a na \u010fal\u0161\u00edch platform\u00e1ch, aby pos\u00fadili, \u010di rozpo\u010det ur\u010den\u00fd na reklamu prin\u00e1\u0161a o\u010dak\u00e1van\u00e9 v\u00fdsledky<\/strong>.<\/span>\u00a0<\/span><\/p>\n

Vysok\u00fd v\u00fdsledok vyzer\u00e1 v spr\u00e1ve dobre a \u010dasto sa st\u00e1va argumentom pre zv\u00fd\u0161enie v\u00fddavkov. Probl\u00e9m nast\u00e1va vtedy, ke\u010f napriek rast\u00facemu predaju na \u00fa\u010dte nie je vidie\u0165 v\u00e4\u010d\u0161\u00ed zisk<\/strong>. Spolo\u010dnos\u0165 realizuje viac objedn\u00e1vok, sklad m\u00e1 viac pr\u00e1ce a obrat rastie, ale kone\u010dn\u00fd finan\u010dn\u00fd v\u00fdsledok sa takmer nemen\u00ed.<\/span>\u00a0<\/span><\/p>\n

Je to preto, \u017ee ROAS ukazuje tr\u017eby vygenerovan\u00e9 reklamou, a nie skuto\u010dn\u00fd z\u00e1robok predajcu<\/strong>. Samotn\u00fd ukazovate\u013e nezoh\u013ead\u0148uje cenu produktu, prov\u00edzie trhoviska, n\u00e1klady na dopravu, balenie, z\u013eavy, vr\u00e1tenie tovaru ani ostatn\u00e9 poplatky s\u00favisiace s vybavovan\u00edm objedn\u00e1vky.<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

\u010co vlastne vyjadruje ROAS?<\/span><\/b>\u00a0<\/span><\/p>\n

ROAS vyjadruje pomer tr\u017eieb prip\u00edsan\u00fdch reklame k n\u00e1kladom na kampa\u0148. Ak reklama st\u00e1la 1 000 PLN a vygenerovala tr\u017eby v hodnote 10 000 PLN, ROAS je 10. To znamen\u00e1, \u017ee ka\u017ed\u00fd zlot\u00fd vynalo\u017een\u00fd na kampa\u0148 priniesol 10 PLN tr\u017eieb.<\/span>\u00a0<\/span><\/p>\n

K\u013e\u00fa\u010dov\u00e9 je v\u0161ak slovo \u201epr\u00edjmy<\/strong>\u201d. Nie je to suma, ktor\u00e1 zost\u00e1va na \u00fa\u010dte predajcu.<\/span>\u00a0<\/span><\/p>\n

Od tr\u017eieb je potrebn\u00e9 e\u0161te odpo\u010d\u00edta\u0165 n\u00e1klady na n\u00e1kup alebo v\u00fdrobu tovaru, prov\u00edziu, ktor\u00fa si \u00fa\u010dtuje platforma, n\u00e1klady na balenie a doru\u010denie, podiel na propaga\u010dn\u00fdch akci\u00e1ch a ostatn\u00e9 poplatky. Treba tie\u017e zoh\u013eadni\u0165 vr\u00e1tenia tovaru a reklam\u00e1cie, ktor\u00e9 sa m\u00f4\u017eu vyskytn\u00fa\u0165 a\u017e po skon\u010den\u00ed analyzovan\u00e9ho obdobia.<\/span>\u00a0<\/span><\/p>\n

A\u017e po porovnan\u00ed t\u00fdchto n\u00e1kladov s v\u00fddavkami na reklamu je mo\u017en\u00e9 pos\u00fadi\u0165, \u010di kampa\u0148 skuto\u010dne prin\u00e1\u0161a zisk.<\/span>\u00a0<\/span><\/p>\n

\"\"<\/p>\n

Vysok\u00fd ROAS nemus\u00ed v\u017edy znamena\u0165 vysok\u00fd zisk<\/span><\/b>\u00a0<\/span><\/p>\n

Predpokladajme, \u017ee kampa\u0148 dosiahla ROAS 10, pri\u010dom vygenerovala tr\u017eby vo v\u00fd\u0161ke 10 000 PLN pri n\u00e1kladoch na reklamu vo v\u00fd\u0161ke 1 000 PLN. Na prv\u00fd poh\u013ead vyzer\u00e1 tento v\u00fdsledok ve\u013emi dobre.<\/span>\u00a0<\/span><\/p>\n

Ak v\u0161ak po odpo\u010d\u00edtan\u00ed n\u00e1kladov na produkt, prov\u00edzie, logistiku a ostatn\u00fdch poplatkov z predaja zostane len 900 PLN, kampa\u0148 napriek vysok\u00e9mu ROAS prin\u00e1\u0161a stratu. Reklama vygenerovala vysok\u00fd obrat<\/strong>, ale st\u00e1la viac ako mar\u017ea<\/strong> zost\u00e1vaj\u00faca na predan\u00fdch v\u00fdrobkoch.<\/span>\u00a0<\/span><\/p>\n

Na druhej strane m\u00f4\u017ee by\u0165 produkt s vy\u0161\u0161ou mar\u017eou ziskov\u00fd aj pri v\u00fdrazne ni\u017e\u0161om ROAS. Preto nemo\u017eno automaticky predpoklada\u0165, \u017ee kampa\u0148 s ROAS 10 je lep\u0161ia ako kampa\u0148 s ROAS 6. V\u0161etko z\u00e1vis\u00ed od toho, ko\u013eko predajca skuto\u010dne zarob\u00ed<\/strong> na konkr\u00e9tnom v\u00fdrobku.<\/span>\u00a0<\/span><\/p>\n

Ide o jednu z naj\u010dastej\u0161\u00edch ch\u00fdb pri anal\u00fdze kampan\u00ed na trhovisk\u00e1ch. V\u00fdsledky jednotliv\u00fdch produktov sa porovn\u00e1vaj\u00fa v\u00fdlu\u010dne na z\u00e1klade reklamn\u00e9ho panela, hoci ka\u017ed\u00fd z nich m\u00e1 odli\u0161n\u00fa n\u00e1kupn\u00fa cenu, prov\u00edziu, n\u00e1klady na dopravu a v\u00fd\u0161ku mar\u017ee<\/strong>.<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

Ka\u017ed\u00fd produkt m\u00e1 svoju vlastn\u00fa hranicu rentability<\/span><\/b>\u00a0<\/span><\/p>\n

Neexistuje jedin\u00fd spr\u00e1vny ROAS<\/strong>, ktor\u00fd bude vhodn\u00fd pre cel\u00fd \u00fa\u010det. Produkt s mar\u017eou na \u00farovni nieko\u013ek\u00fdch desiatok percent si vy\u017eaduje in\u00fd v\u00fdsledok ako produkt, pri ktorom po odpo\u010d\u00edtan\u00ed n\u00e1kladov zost\u00e1va podstatne viac.<\/span>\u00a0<\/span><\/p>\n

Preto je pred spusten\u00edm alebo roz\u0161\u00edren\u00edm kampane vhodn\u00e9 ur\u010di\u0165 minim\u00e1lna rentabiln\u00e1 hodnota ROAS<\/strong> pre jednotliv\u00e9 skupiny sortimentu. Ide o tak\u00fd v\u00fdsledok, pri ktorom tr\u017eby pokr\u00fdvaj\u00fa v\u0161etky n\u00e1klady, ale e\u0161te neprin\u00e1\u0161aj\u00fa o\u010dak\u00e1van\u00fd zisk.<\/span>\u00a0<\/span><\/p>\n

Ak je kampa\u0148 pod touto \u00farov\u0148ou, ka\u017ed\u00fd \u010fal\u0161\u00ed predaj reklamy m\u00f4\u017ee stratu e\u0161te zv\u00e4\u010d\u0161i\u0165. Ke\u010f dosiahne len prah rentability, zvy\u0161uje obrat, ale st\u00e1le nevytv\u00e1ra zisk. A\u017e v\u00fdsledok vy\u0161\u0161\u00ed ako stanoven\u00e9 minimum poskytuje priestor na skuto\u010dn\u00e9 zar\u00e1banie a bezpe\u010dn\u00e9 roz\u0161irovanie.<\/span>\u00a0<\/span><\/p>\n

V praxi sa oplat\u00ed analyzova\u0165 produkty samostatne<\/strong> s n\u00edzkou, strednou a vysokou mar\u017eou. V\u010faka tomu sa rozpo\u010det automaticky nepride\u013euje ponuk\u00e1m, ktor\u00e9 dosahuj\u00fa najlep\u0161ie v\u00fdsledky v paneli, ale t\u00fdm, ktor\u00e9 prin\u00e1\u0161aj\u00fa najlep\u0161ie v\u00fdsledky pre cel\u00fa spolo\u010dnos\u0165.<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

Reklama m\u00f4\u017ee ovplyv\u0148ova\u0165 organick\u00fd predaj<\/span><\/b>\u00a0<\/span><\/p>\n

Vysok\u00e1 hodnota ROAS tie\u017e nemus\u00ed v\u017edy znamena\u0165, \u017ee kampa\u0148 priniesla \u00faplne nov\u00e9 objedn\u00e1vky<\/strong>. \u010cas\u0165 z\u00e1kazn\u00edkov by si dan\u00fd produkt mohla k\u00fapi\u0165 dokonca bez kontaktu s reklamou<\/strong>, najm\u00e4 ak m\u00e1 ponuka dobr\u00e9 umiestnenie vo v\u00fdsledkoch vyh\u013ead\u00e1vania, konkurencieschopn\u00fa cenu alebo zn\u00e1mu zna\u010dku.<\/span>\u00a0<\/span><\/p>\n

Reklama tak m\u00f4\u017ee prebera\u0165 n\u00e1v\u0161tevnos\u0165, ktor\u00e1 sa predt\u00fdm dost\u00e1vala k ponuke organicky. Reklamn\u00fd panel prirad\u00ed predaj ku kampani<\/strong>, celkov\u00fd v\u00fdsledok produktu sa v\u0161ak nezv\u00fd\u0161i v takej miere, ako nazna\u010duje spr\u00e1va.<\/span>\u00a0<\/span><\/p>\n

Pr\u00e1ve preto sa oplat\u00ed v\u00fdsledky rekl\u00e1m v\u017edy porovn\u00e1va\u0165 s celkov\u00fdm predajom produktu<\/strong>. Ak n\u00e1klady na kampa\u0148 rast\u00fa, ale po\u010det predan\u00fdch kusov zost\u00e1va na podobnej \u00farovni, m\u00f4\u017ee to znamena\u0165, \u017ee plat\u00edme za objedn\u00e1vky, ktor\u00e9 sme predt\u00fdm z\u00edskavali bez dodato\u010dn\u00fdch n\u00e1kladov.<\/span>\u00a0<\/span><\/p>\n

To neznamen\u00e1, \u017ee propag\u00e1cia popul\u00e1rnych pon\u00fak je chybou. Kampa\u0148 m\u00f4\u017ee chr\u00e1ni\u0165 ich vidite\u013enos\u0165, posil\u0148ova\u0165 ich poz\u00edciu a obmedzova\u0165 priestor, ktor\u00fd zaber\u00e1 konkurencia. D\u00f4le\u017eit\u00e9 je v\u0161ak vedome stanovi\u0165 cie\u013e a spr\u00e1vne interpretova\u0165 v\u00fdsledok.<\/span>\u00a0<\/span><\/p>\n

\"\"<\/p>\n

Kedy sa oplat\u00ed zv\u00fd\u0161i\u0165 rozpo\u010det?<\/span><\/b>\u00a0<\/span><\/p>\n

Zv\u00fd\u0161enie rozpo\u010dtu m\u00e1 zmysel vtedy, ke\u010f, ak je kampa\u0148 ziskov\u00e1<\/strong>, produkt m\u00e1 primeran\u00fa mar\u017eu a vy\u0161\u0161\u00ed po\u010det objedn\u00e1vok nesp\u00f4sobuje probl\u00e9my s dostupnos\u0165ou ani s exped\u00edciou. Dobr\u00fd v\u00fdsledok by sa mal tie\u017e udr\u017ea\u0165 po\u010das dostato\u010dne dlh\u00e9ho \u010dasu a nemal by vypl\u00fdva\u0165 len z nieko\u013ek\u00fdch n\u00e1hodn\u00fdch objedn\u00e1vok.<\/span><\/p>\n

Ak je ROAS vysok\u00fd, ale zisk zost\u00e1va n\u00edzky, v prvom rade stoj\u00ed za to pozrie\u0165 sa na samotn\u00fa ponuku<\/strong>. Mo\u017eno je cena pr\u00edli\u0161 n\u00edzka, n\u00e1klady na dopravu pohlcuj\u00fa pr\u00edli\u0161 ve\u013ek\u00fa \u010das\u0165 mar\u017ee alebo je produkt s\u00fa\u010das\u0165ou akcie, ktor\u00e1 u\u017e nie je rentabiln\u00e1.<\/span>\u00a0<\/span><\/p>\n

Niekedy je lep\u0161\u00edm rie\u0161en\u00edm ako zv\u00fd\u0161enie rozpo\u010dtu zostavenie produktov\u00e9ho bal\u00ed\u010dka, zv\u00fd\u0161enie hodnoty n\u00e1kupn\u00e9ho ko\u0161\u00edka alebo presunutie \u010dasti v\u00fddavkov na sortiment s vy\u0161\u0161ou ziskovos\u0165ou. Reklama by mala podporova\u0165 model predaja, a<\/strong> neskr\u00fdva\u0165 jeho probl\u00e9my<\/strong>.<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

D\u00f4le\u017eit\u00fd nie je len obrat<\/span><\/b>\u00a0<\/span><\/p>\n

ROAS zost\u00e1va d\u00f4le\u017eit\u00fdm a u\u017eito\u010dn\u00fdm ukazovate\u013eom, nemal by sa v\u0161ak analyzova\u0165 izolovane od ostatn\u00fdch \u00fadajov. Vysok\u00e1 hodnota tr\u017eieb z kampane m\u00f4\u017ee v spr\u00e1ve vyzera\u0165 l\u00e1kavo, av\u0161ak a\u017e zisk ukazuje, \u010di reklama pln\u00ed spr\u00e1vny obchodn\u00fd cie\u013e.<\/span>\u00a0<\/span><\/p>\n

Najd\u00f4le\u017eitej\u0161ia ot\u00e1zka by teda nemala znie\u0165: \u201eAk\u00fd ROAS dosiahla kampa\u0148?<\/em>?\u201d, ale: \u201eKo\u013eko sme skuto\u010dne zarobili na predaji, ktor\u00fd vznikol v\u010faka reklame<\/em>?\u201d.<\/span>\u00a0<\/span><\/p>\n

\u00daspe\u0161n\u00e1 kampa\u0148 na trhovisku by nemala sl\u00fa\u017ei\u0165 len na zv\u00fd\u0161enie po\u010dtu objedn\u00e1vok. Mala by smerova\u0165 rozpo\u010det na produkty, ktor\u00e9 maj\u00fa primeran\u00fa mar\u017eu, predajn\u00fd potenci\u00e1l a spr\u00e1vne pripraven\u00fa ponuku<\/strong>. A\u017e prepojenie reklamn\u00fdch \u00fadajov so skuto\u010dn\u00fdmi n\u00e1kladmi umo\u017e\u0148uje prij\u00edma\u0165 rozhodnutia, ktor\u00e9 zvy\u0161uj\u00fa nielen obrat, ale aj ziskovos\u0165 cel\u00e9ho \u00fa\u010dtu.<\/span>\u00a0<\/span><\/p>\n

V spolo\u010dnosti bTOP realizujeme a optimalizujeme reklamn\u00e9 kampane na trhovisk\u00e1ch, pri\u010dom analyzujeme nielen kliknutia, predaj a ROAS, ale aj n\u00e1klady a rentabilitu jednotliv\u00fdch produktov\u00fdch skup\u00edn. V\u010faka tomu reklamn\u00fd rozpo\u010det podporuje skuto\u010dn\u00fd rast predaja, namiesto toho, aby len vytv\u00e1ral p\u00f4sobiv\u00e9 v\u00fdsledky v riadiacom paneli.<\/span><\/p>\n

 <\/p>\n

 <\/p>\n

Autor blogu: \u0160pecialista v oblasti... elektronick\u00fd obchod \u2013\u00a0<\/span>Kacper Pawlak<\/em>
\nD\u00e1tum uverejnenia: 29. 7. 2026.<\/em><\/p><\/blockquote>","protected":false},"excerpt":{"rendered":"

ROAS je jedn\u00fdm z naj\u010dastej\u0161ie analyzovan\u00fdch ukazovate\u013eov v reklamn\u00fdch kampaniach na trhovisk\u00e1ch. Predajcovia ho sleduj\u00fa na Allegro, Amazone, eMAGu a \u010fal\u0161\u00edch platform\u00e1ch, aby zhodnotili, \u010di rozpo\u010det vy\u010dlenen\u00fd na reklamu prin\u00e1\u0161a o\u010dak\u00e1van\u00e9 v\u00fdsledky.\u00a0 Vysok\u00e1 hodnota vyzer\u00e1 v spr\u00e1ve dobre a \u010dasto sa st\u00e1va argumentom pre zv\u00fd\u0161enie v\u00fddavkov. Probl\u00e9m nast\u00e1va vtedy, ke\u010f sa napriek rast\u00facemu predaju na \u00fa\u010dte nezaznamen\u00e1va v\u00e4\u010d\u0161\u00ed zisk. Spolo\u010dnos\u0165 realizuje viac objedn\u00e1vok, sklad m\u00e1 viac pr\u00e1ce a obrat rastie, ale kone\u010dn\u00fd finan\u010dn\u00fd v\u00fdsledok \u010c\u00edtajte \u010falej <\/a><\/span><\/p>","protected":false},"author":2,"featured_media":5035,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,76,42,44,66,62,45,64,63,47,83,65,82,72,77,46,69,73,71,70,88,87,81,78,80,79,67,84,74,89,75],"tags":[],"class_list":["post-5014","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aktualnosci","category-aliexpress","category-allegro","category-amazon","category-black-red-white","category-castorama","category-cdiscount","category-decathlon","category-ebay","category-emag","category-empikplace","category-homeyou","category-home24","category-inpost","category-joom","category-kaufland","category-leroy-merlin","category-manomano","category-mediaexpert","category-mediamarkt","category-obi-de","category-otto","category-pigu","category-shein","category-skroutz","category-super-pharm","category-temu","category-tiktok-shop","category-trendyol","category-vente-unique","category-xxxlutz"],"_links":{"self":[{"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/posts\/5014","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/comments?post=5014"}],"version-history":[{"count":8,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/posts\/5014\/revisions"}],"predecessor-version":[{"id":5215,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/posts\/5014\/revisions\/5215"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/media\/5035"}],"wp:attachment":[{"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/media?parent=5014"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/categories?post=5014"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/tags?post=5014"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}