{"id":28175,"date":"2026-03-26T15:49:39","date_gmt":"2026-03-26T15:49:39","guid":{"rendered":"https:\/\/www.themarkers.ro\/?p=28175"},"modified":"2026-03-26T15:53:35","modified_gmt":"2026-03-26T15:53:35","slug":"ce-inseamna-roas-si-cum-il-calculezi-pentru-google-ads","status":"publish","type":"post","link":"https:\/\/www.themarkers.ro\/en\/ce-inseamna-roas-si-cum-il-calculezi-pentru-google-ads\/","title":{"rendered":"Ce\u00a0inseamna\u00a0ROAS si cum\u00a0il\u00a0calculezi pentru Google\u00a0Ads?\u00a0"},"content":{"rendered":"<p><\/p>\n\n\n\n<p>Daca rulezi campanii Google&nbsp;Ads&nbsp;sau lucrezi cu o&nbsp;agentie&nbsp;de marketing, ai auzit cu&nbsp;siguranta&nbsp;termenul&nbsp;<strong>ROAS<\/strong>. Poate l-ai&nbsp;vazut&nbsp;in rapoarte, poate ti-a fost&nbsp;mentionat&nbsp;intr-o&nbsp;sedinta&nbsp;de analiza, poate l-ai&nbsp;cautat&nbsp;chiar acum ca sa&nbsp;intelegi&nbsp;despre ce e vorba. Oricare ar fi&nbsp;situatia,&nbsp;esti&nbsp;in locul potrivit.&nbsp;<\/p>\n\n\n\n<p>In acest ghid,&nbsp;iti&nbsp;explicam ce&nbsp;inseamna&nbsp;ROAS in marketing, cum se&nbsp;calculeaza, care este&nbsp;diferenta&nbsp;fata de ROI si, cel mai important, ce valoare ar trebui sa&nbsp;urmaresti&nbsp;in&nbsp;functie&nbsp;de tipul afacerii tale.&nbsp;Fara&nbsp;jargon inutil, cu exemple concrete in lei.&nbsp;<\/p>\n\n\n\n<p>La&nbsp;<a href=\"https:\/\/www.themarkers.ro\/en\/\" target=\"_blank\" rel=\"noreferrer noopener\">The&nbsp;Markers<\/a>, cu mai mult de 13 ani de&nbsp;experienta&nbsp;in gestionarea a peste 10.000 de campanii Google&nbsp;Ads&nbsp;si bugete de peste 15 milioane de euro, am&nbsp;invatat&nbsp;ca ROAS-ul&nbsp;este unul dintre indicatorii cei mai des&nbsp;intelesi&nbsp;gresit&nbsp;de antreprenori. Tocmai de aceea am scris acest articol.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Ce&nbsp;inseamna&nbsp;ROAS?&nbsp;Definitie&nbsp;simpla<\/strong>&nbsp;<\/h2>\n\n\n\n<p><strong>ROAS<\/strong>&nbsp;este prescurtarea de la&nbsp;<strong>Return&nbsp;on Ad&nbsp;Spend<\/strong>, tradus in romana ca&nbsp;<strong>rentabilitatea cheltuielilor publicitare<\/strong>. Practic, ROAS&nbsp;iti&nbsp;arata&nbsp;cati&nbsp;lei generezi in venituri pentru fiecare leu cheltuit pe reclame.&nbsp;<\/p>\n\n\n\n<p>Daca&nbsp;cheltuiesti&nbsp;1.000 de lei pe Google&nbsp;Ads&nbsp;si campaniile tale&nbsp;genereaza&nbsp;5.000 de lei in&nbsp;vanzari, ROAS-ul&nbsp;tau&nbsp;este 5 (sau 500%).&nbsp;Adica: pentru fiecare leu investit in publicitate, ai&nbsp;obtinut&nbsp;5 lei&nbsp;inapoi.&nbsp;<\/p>\n\n\n\n<p>Este un indicator de eficienta, nu de profitabilitate. Asta e o&nbsp;distinctie&nbsp;importanta pe care o vom detalia mai jos.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Formula ROAS&nbsp;&#8211;&nbsp;cum se&nbsp;calculeaza?<\/strong>&nbsp;<\/h3>\n\n\n\n<p>Formula ROAS este simpla:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"751\" height=\"97\" src=\"https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/image.png\" alt=\"formula ROAS\" class=\"wp-image-28176\" srcset=\"https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/image.png 751w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/image-300x39.png 300w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/image-18x2.png 18w\" sizes=\"(max-width: 751px) 100vw, 751px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Rezultatul se exprima fie ca&nbsp;numar&nbsp;(ex: ROAS 4), fie ca procent (ex: ROAS 400%). Ambele forme sunt corecte; important este sa fii consecvent in cum&nbsp;le&nbsp;raportezi.&nbsp;<\/p>\n\n\n\n<p><strong>Exemplu pentru un magazin online din Romania:<\/strong>&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" width=\"758\" height=\"232\" src=\"https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/image-1.png\" alt=\"exemplu ROAS pentru un magazin online din Romania\" class=\"wp-image-28178\" srcset=\"https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/image-1.png 758w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/image-1-300x92.png 300w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/image-1-18x6.png 18w\" sizes=\"(max-width: 758px) 100vw, 758px\" \/><\/figure>\n\n\n\n<p>Un aspect tehnic important: pentru a calcula ROAS corect, ai nevoie de&nbsp;<strong>tracking&nbsp;corect implementat<\/strong>&nbsp;in Google&nbsp;Ads&nbsp;si Google&nbsp;Analytics&nbsp;4. Daca&nbsp;urmaresti&nbsp;comenzile si valoarea acestora, datele sunt disponibile direct in panoul Google&nbsp;Ads, la nivelul&nbsp;fiecarei&nbsp;campanii.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>ROAS&nbsp;vs&nbsp;ROI: care e&nbsp;diferenta&nbsp;si&nbsp;cand&nbsp;il&nbsp;folosesti&nbsp;pe&nbsp;fiecare?<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Aceasta este probabil cea mai frecventa confuzie&nbsp;intalnita&nbsp;la antreprenori: ROAS si ROI nu sunt&nbsp;acelasi&nbsp;lucru,&nbsp;desi&nbsp;ambii&nbsp;masoara&nbsp;cati&nbsp;bani&nbsp;castigi&nbsp;din banii&nbsp;investiti&nbsp;in publicitate.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td>&nbsp;<\/td><td><strong>ROAS<\/strong>&nbsp;<\/td><td><strong>ROI<\/strong>&nbsp;<\/td><\/tr><tr><td><strong>Ce&nbsp;masoara<\/strong>&nbsp;<\/td><td>Eficienta reclamei (venituri vs. cheltuieli reclame)&nbsp;<\/td><td>Rentabilitatea totala (profit vs. toate costurile)&nbsp;<\/td><\/tr><tr><td><strong>Formula<\/strong>&nbsp;<\/td><td>Venituri \u00f7 Cheltuieli reclame \u00d7 100&nbsp;<\/td><td>(Profit net \u00f7&nbsp;Investitie&nbsp;totala) \u00d7 100&nbsp;<\/td><\/tr><tr><td><strong>Cine&nbsp;il&nbsp;foloseste<\/strong>&nbsp;<\/td><td>Specialistul\/agentia&nbsp;de Google&nbsp;Ads&nbsp;<\/td><td>Antreprenorul, CFO, investitorul&nbsp;<\/td><\/tr><tr><td><strong>Cand&nbsp;e util<\/strong>&nbsp;<\/td><td>Optimizare zilnica campanii&nbsp;<\/td><td>Decizii strategice de buget&nbsp;<\/td><\/tr><tr><td><strong>Exemplu cifric<\/strong>&nbsp;<\/td><td>10.000 lei venituri, 2.000 lei reclame = ROAS 500%&nbsp;<\/td><td>5.000 lei profit, 20.000 lei&nbsp;investitie&nbsp;= ROI 25%&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p><strong>Concluzia:&nbsp;<\/strong>ROAS-ul&nbsp;il&nbsp;folosesti&nbsp;zilnic pentru a monitoriza si optimiza campaniile de publicitate. ROI-ul&nbsp;il&nbsp;calculezi trimestrial sau anual pentru a decide daca marketingul online merita sa&nbsp;ramana&nbsp;in bugetul companiei tale.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\">Exemplu: Un magazin online cu marja de 20% are ROAS de 400% (pare excelent), dar\u00a0dupa\u00a0ce scazi costul produselor, logistica si salariile, ROI-ul\u00a0real poate fi negativ. De aceea ROAS-ul\u00a0singur nu\u00a0iti\u00a0spune\u00a0intreaga\u00a0poveste; trebuie corelat cu marja ta de profit.\u00a0<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Ce ROAS este considerat bun in Romania in 2026?<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Nu exista un ROAS universal bun. Valoarea depinde de industrie, marja de profit a afacerii tale si de modelul de business. Cu toate acestea, exista repere orientative utile.&nbsp;<\/p>\n\n\n\n<p>Regula generala: un ROAS de minimum 300-400% este punctul de start pentru o campanie care&nbsp;acopera&nbsp;cheltuielile cu publicitatea. Sub aceasta valoare, in majoritatea&nbsp;niselor, campaniile costa mai mult&nbsp;decat&nbsp;aduc.&nbsp;<\/p>\n\n\n\n<p>Date din&nbsp;piata&nbsp;romaneasca&nbsp;confirma&nbsp;potentialul: magazinele online care&nbsp;ruleaza&nbsp;campanii Google&nbsp;Ads&nbsp;optimizate au&nbsp;obtinut&nbsp;in 2025 un ROAS mediu de&nbsp;<strong>27x (2.700%)<\/strong>, cu valori intre 2,9x si 63,3x in&nbsp;functie&nbsp;de&nbsp;nisa&nbsp;si strategie (sursa:&nbsp;<a href=\"https:\/\/www.gomag.ro\/blog\/rezultate-gomag-campanii-google-ads-pe-nise\/\" target=\"_blank\" rel=\"noreferrer noopener\">Gomag, 2026<\/a>). Valorile extreme (&gt;1.000%) sunt tipice pentru&nbsp;nise&nbsp;cu specificitate mare a produsului, unde&nbsp;intentia&nbsp;de&nbsp;cumparare&nbsp;este foarte clara.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Cum arata un ROAS real?&nbsp;Studiu de caz din portofoliul The&nbsp;Markers<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Cel mai bun&nbsp;benchmark&nbsp;nu vine dintr-un studiu&nbsp;international, ci dintr-o campanie reala, gestionata in Romania.&nbsp;Iata&nbsp;un exemplu concret din portofoliul nostru.&nbsp;<\/p>\n\n\n\n<p>In 2022, The&nbsp;Markers&nbsp;a preluat promovarea unui magazin online de produse super&nbsp;foods, lansat recent pe&nbsp;piata&nbsp;din Romania. In mai&nbsp;putin&nbsp;de&nbsp;<strong>3 luni de promovare activa<\/strong>, campaniile&nbsp;platite&nbsp;au generat&nbsp;<strong>708.215 lei&nbsp;incasari<\/strong>,&nbsp;reprezentand&nbsp;50% din totalul&nbsp;vanzarilor&nbsp;online ale clientului.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" width=\"745\" height=\"186\" src=\"https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/image-2.png\" alt=\"rezultate Google Ads in invertevalul de varf (mai-iunie 2022) pentru un client The Markers\" class=\"wp-image-28179\" srcset=\"https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/image-2.png 745w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/image-2-300x75.png 300w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/image-2-18x4.png 18w\" sizes=\"(max-width: 745px) 100vw, 745px\" \/><\/figure>\n\n\n\n<p>La finalul perioadei analizate,&nbsp;dupa&nbsp;dublarea bugetelor pe ambele platforme, campaniile au&nbsp;mentinut&nbsp;un&nbsp;<strong>ROAS de peste 15x<\/strong>&nbsp;atat&nbsp;in Google&nbsp;Ads, cat si in Facebook &amp;&nbsp;Instagram&nbsp;Ads, cu costuri per&nbsp;achizitie&nbsp;intre 25 si 35 de lei.&nbsp;<\/p>\n\n\n\n<p>Aceste rezultate confirma ca un ROAS de 10x+ este posibil in&nbsp;eCommerce&nbsp;romanesc atunci&nbsp;cand&nbsp;trackingul&nbsp;este corect implementat, creativele sunt testate si bugetele sunt&nbsp;scalate&nbsp;treptat&nbsp;pe campanii deja performante.&nbsp;<a href=\"https:\/\/www.themarkers.ro\/en\/studiu-de-caz-magazin-online\/\" target=\"_blank\" rel=\"noreferrer noopener\">Citeste&nbsp;studiul de caz complet pe themarkers.ro<\/a>!&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Cum calculezi ROAS-ul&nbsp;minim necesar pentru afacerea ta?<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Inainte&nbsp;sa&nbsp;iti&nbsp;propui un&nbsp;target&nbsp;ROAS, trebuie sa&nbsp;stii&nbsp;care este&nbsp;<strong>ROAS-ul&nbsp;break-even<\/strong>&nbsp;adica&nbsp;valoarea minima la care campania nu pierde bani.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"753\" height=\"93\" src=\"https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/image-3.png\" alt=\"Formula ROAS break - even\" class=\"wp-image-28180\" srcset=\"https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/image-3.png 753w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/image-3-300x37.png 300w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/image-3-18x2.png 18w\" sizes=\"(max-width: 753px) 100vw, 753px\" \/><\/figure>\n\n\n\n<p><strong>Exemplu pentru un magazin cu marja de 25%:<\/strong>&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>ROAS break-even&nbsp;= 100 \u00f7 25 = 4 (adica&nbsp;400%)&nbsp;<\/li>\n\n\n\n<li>Daca ROAS-ul&nbsp;campaniei tale e sub 400%, campania costa.&nbsp;<\/li>\n\n\n\n<li>Daca ROAS-ul&nbsp;e 400%,&nbsp;esti&nbsp;la zero: acoperi costul reclamei exact.&nbsp;<\/li>\n\n\n\n<li>Daca ROAS-ul&nbsp;e peste 400%, campania e profitabila.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Acest calcul simplu poate fi folosit ca un punct&nbsp;referinta&nbsp;real, adaptat la business-ul&nbsp;tau, nu este un&nbsp;benchmark&nbsp;generic din industrie.&nbsp;<\/p>\n\n\n\n<p>La&nbsp;<strong>The&nbsp;Markers<\/strong>, primul lucru pe care&nbsp;il&nbsp;facem&nbsp;inainte&nbsp;sa lansam o campanie Google&nbsp;Ads&nbsp;este sa stabilim&nbsp;impreuna&nbsp;cu clientul ROAS-ul&nbsp;break-even, astfel&nbsp;incat&nbsp;toate&nbsp;optimizarile&nbsp;sa fie ancorate in realitatea financiara a afacerii, nu in medii de industrie.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>De ce ROAS-ul&nbsp;poate fi&nbsp;inselator?&nbsp;4 capcane frecvente<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Un ROAS ridicat nu&nbsp;inseamna&nbsp;automat ca totul merge bine. Exista&nbsp;situatii&nbsp;in care datele arata excelent in panoul Google&nbsp;Ads, dar businessul nu creste.&nbsp;Iata&nbsp;cele mai frecvente capcane:&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1.&nbsp;Tracking&nbsp;gresit&nbsp;sau incomplet<\/strong>&nbsp;<\/h3>\n\n\n\n<p>Daca&nbsp;urmaresti&nbsp;ca&nbsp;si&nbsp;conversie un simplu click pe butonul de contact, sau vizitele pe o pagina, ROAS-ul&nbsp;va&nbsp;parea&nbsp;fantastic&nbsp;fara&nbsp;sa reflecte&nbsp;vanzari&nbsp;reale. Orice campanie serioasa trebuie sa&nbsp;urmareasca&nbsp;comenzi sau&nbsp;lead-uri calificate, nu&nbsp;actiuni&nbsp;superficiale.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2.\u00a0Canibalizarea\u00a0traficului organic<\/strong>\u00a0<\/h3>\n\n\n\n<p>Google&nbsp;Ads&nbsp;poate atribui conversii pe care le-ai fi&nbsp;obtinut&nbsp;oricum: oameni care ar fi&nbsp;cautat&nbsp;direct brandul&nbsp;tau&nbsp;si ar fi&nbsp;cumparat. In acest caz, ROAS-ul&nbsp;arata bine, dar incremental (castigul&nbsp;real fata de a nu face campanie) poate fi mult mai mic.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. ROAS bun pe campanie, pierdere la nivel de cont<\/strong>&nbsp;<\/h3>\n\n\n\n<p>O campanie izolata cu ROAS de 1.000% poate ascunde alte campanii cu ROAS de 100%.&nbsp;Analizeaza&nbsp;intotdeauna&nbsp;performanta la nivel de cont si de&nbsp;nisa&nbsp;de produs, nu doar campania vedeta.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4.&nbsp;Treci cu vederea&nbsp;retururile&nbsp;si comenzile&nbsp;anulate<\/strong>&nbsp;<\/h3>\n\n\n\n<p>Google&nbsp;Ads&nbsp;raporteaza&nbsp;valoarea bruta a comenzilor in momentul&nbsp;plasarii. Daca produsele tale au o rata de retur de 20%, ROAS-ul&nbsp;real este cu 20% mai mic&nbsp;decat&nbsp;ce apare in rapoarte.&nbsp;Ajusteaza&nbsp;valorile de conversie periodic pentru&nbsp;acuratete.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"427\" src=\"https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/ROAS-marketing-1024x427.jpg\" alt=\"roas marketing\" class=\"wp-image-28181\" srcset=\"https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/ROAS-marketing-1024x427.jpg 1024w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/ROAS-marketing-300x125.jpg 300w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/ROAS-marketing-768x320.jpg 768w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/ROAS-marketing-18x8.jpg 18w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2026\/03\/ROAS-marketing.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Cum&nbsp;imbunatatesti&nbsp;ROAS-ul&nbsp;in campaniile Google&nbsp;Ads<\/strong>?&nbsp;<\/h2>\n\n\n\n<p>Daca ROAS-ul&nbsp;tau&nbsp;actual este sub&nbsp;target, exista&nbsp;parghii&nbsp;clare prin care poate fi&nbsp;imbunatatit. Le grupam in trei categorii: structura campaniei, calitatea traficului si optimizarea&nbsp;landing&nbsp;page-ului.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Structura campaniei<\/strong>&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Segmentarea campaniilor pe\u00a0intentie\u00a0de\u00a0cumparare:\u00a0<\/strong>campaniile cu trafic rece (awareness) si cele cu trafic cald (remarketing) trebuie optimizate separat, cu bugete si ROAS\u00a0target\u00a0diferite.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Negative\u00a0keywords:\u00a0<\/strong>eliminarea termenilor\u00a0irelevanti\u00a0care consuma buget\u00a0fara\u00a0conversii este una dintre cele mai rapide metode de\u00a0imbunatatire\u00a0a ROAS-ului.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Match\u00a0types\u00a0corecte:\u00a0<\/strong>in 2025-2026,\u00a0Broad\u00a0Match\u00a0cu\u00a0Smart\u00a0Bidding\u00a0functioneaza\u00a0bine daca ai suficiente date de conversie.\u00a0Fara\u00a0date, prefera\u00a0Phrase\u00a0Match\u00a0pentru control mai bun.\u00a0<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Calitatea traficului<\/strong>&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Audiente\u00a0targetate:\u00a0<\/strong>suprapunerea keyword-urilor cu audiente de\u00a0remarketing\u00a0sau\u00a0Customer\u00a0Match\u00a0creste calitatea traficului si, implicit, ROAS-ul.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ajustari\u00a0de\u00a0bid\u00a0pe dispozitiv, ora si\u00a0locatie:\u00a0<\/strong>daca analiza arata ca 70% din conversii vin de pe desktop intre 9:00 si 18:00, aloca bugetul\u00a0proportional.\u00a0<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Landing&nbsp;page si oferta<\/strong>&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Relevanta paginii de\u00a0destinatie:\u00a0<\/strong>un\u00a0anunt\u00a0despre un produs specific care duce pe\u00a0homepage\u00a0in loc de categoria corecta pierde conversii. Quality\u00a0Score\u00a0scazut\u00a0inseamna\u00a0CPC mai mare si, implicit, ROAS mai mic.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Viteza paginii:\u00a0<\/strong>fiecare secunda in plus de\u00a0incarcare\u00a0reduce <a href=\"https:\/\/www.themarkers.ro\/en\/rata-de-conversie-ce-este-cum-se-calculeaza-si-ce-impact-are-asupra-afacerii\/\">rata de conversie<\/a> cu ~7%. Un magazin lent cu ROAS bun pe\u00a0hartie\u00a0pierde bani in realitate.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Claritatea ofertei:\u00a0<\/strong>pretul, avantajul competitiv si CTA-ul\u00a0trebuie vizibile\u00a0fara\u00a0scroll. Confuzia la nivel de pagina ucide ROAS-ul\u00a0mai repede\u00a0decat\u00a0orice problema de campanie.\u00a0<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>ROAS in era AI: ce s-a&nbsp;schimbat in 2025 si continua&nbsp;in 2026?<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Google&nbsp;Ads&nbsp;a evoluat semnificativ in ultimii ani:&nbsp;Smart&nbsp;Bidding, Performance Max si Target ROAS (tROAS)&nbsp;automatizeaza&nbsp;mare parte din optimizarea manuala. Asta schimba si modul in care trebuie&nbsp;gandit&nbsp;ROAS-ul.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Target ROAS (tROAS) este o strategie de licitare automata in care ii spui Google ce ROAS vrei sa\u00a0atinga, iar algoritmul\u00a0ajusteaza\u00a0ofertele in timp real pentru fiecare\u00a0cautare.\u00a0Functioneaza\u00a0bine daca ai minimum 15 conversii in ultimele 30 de zile (pragul tehnic minim impus de Google); pentru rezultate optime, Google recomanda cel\u00a0putin\u00a050 de conversii lunare.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Smart\u00a0Bidding\u00a0Exploration\u00a0(anuntat\u00a0oficial la Google Marketing Live in mai 2025) permite algoritmului Google sa testeze trafic nou prin\u00a0tinte\u00a0ROAS flexibile,\u00a0iesind\u00a0temporar din\u00a0target\u00a0pentru a identifica segmente noi profitabile. Conform datelor interne Google, campaniile care folosesc aceasta\u00a0functie\u00a0inregistreaza\u00a0in medie o\u00a0crestere\u00a0de 19% in volumul de conversii.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Performance Max (PMax) agrega toate\u00a0retelele\u00a0Google (Search, Display,\u00a0YouTube,\u00a0Gmail,\u00a0Maps)\u00a0intr-o\u00a0singura campanie. ROAS-ul\u00a0raportat in\u00a0PMax\u00a0trebuie analizat cu\u00a0atentie: include conversii de asistenta si poate supraevalua\u00a0contributia\u00a0campaniei.\u00a0<\/li>\n<\/ul>\n\n\n\n<p>Recomandarea&nbsp;noastra:&nbsp;<em>nu te baza exclusiv pe ROAS-ul&nbsp;raportat de platforma<\/em>.&nbsp;Coreleaza-l&nbsp;intotdeauna&nbsp;cu datele din Google&nbsp;Analytics&nbsp;4 si, daca&nbsp;vanzarile&nbsp;sunt semnificative, cu un model de atribuire mai robust (ex: data-driven&nbsp;attribution).&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Gestionezi campanii Google&nbsp;Ads&nbsp;fara&nbsp;sa&nbsp;stii&nbsp;exact ce ROAS ar trebui sa ai?<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Acesta este unul dintre cele mai frecvente scenarii pe care le&nbsp;intalnim&nbsp;la The&nbsp;Markers: antreprenori care&nbsp;ruleaza&nbsp;reclame de luni sau ani, dar nu au un&nbsp;target&nbsp;ROAS clar adaptat la marja lor, nu&nbsp;stiu&nbsp;daca campaniile sunt cu&nbsp;adevarat&nbsp;profitabile si nu au un sistem de raportare transparent.&nbsp;<\/p>\n\n\n\n<p>Cu peste&nbsp;<strong>13 ani de&nbsp;experienta<\/strong>&nbsp;si bugete gestionate de&nbsp;<strong>peste 15 milioane de euro<\/strong>, echipa The&nbsp;Markers&nbsp;poate audita campaniile tale existente, identifica unde se pierd bani si construi o strategie Google&nbsp;Ads&nbsp;orientata pe ROAS real, nu pe cifre frumoase in rapoarte.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.themarkers.ro\/en\/contact\/\" target=\"_blank\" rel=\"noreferrer noopener\">Cere o strategie Google&nbsp;Ads&nbsp;personalizata<\/a>!&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>FAQ:&nbsp;Intrebari&nbsp;frecvente despre ROAS<\/strong>&nbsp;<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1774539007973\"><strong class=\"schema-faq-question\"><strong>Ce\u00a0inseamna\u00a0ROAS in marketing?<\/strong>\u00a0<\/strong> <p class=\"schema-faq-answer\">ROAS (Return\u00a0on Ad\u00a0Spend) este un indicator care\u00a0masoara\u00a0cati\u00a0lei generezi in venituri pentru fiecare leu cheltuit pe publicitate. Un ROAS de 400%\u00a0inseamna\u00a0ca pentru 1 leu investit in reclame,\u00a0obtii\u00a04 lei in\u00a0vanzari. Este principalul KPI folosit pentru evaluarea eficientei campaniilor Google\u00a0Ads, Facebook\u00a0Ads\u00a0si a\u00a0oricarei\u00a0forme de publicitate\u00a0platita.\u00a0<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1774539019944\"><strong class=\"schema-faq-question\"><strong>Care este formula de calcul a ROAS?<\/strong>\u00a0<\/strong> <p class=\"schema-faq-answer\">Formula ROAS este: ROAS = (Venituri generate de reclame \u00f7 Cheltuieli reclame) \u00d7 100. Exemplu: daca ai cheltuit 2.000 lei pe Google\u00a0Ads\u00a0si ai generat 10.000 lei in\u00a0vanzari, ROAS = (10.000 \u00f7 2.000) \u00d7 100 = 500%. Rezultatul poate fi exprimat si ca\u00a0numar\u00a0simplu: ROAS 5x.\u00a0<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1774539030545\"><strong class=\"schema-faq-question\"><strong>Ce ROAS este considerat bun in Google\u00a0Ads?<\/strong>\u00a0<\/strong> <p class=\"schema-faq-answer\">Un ROAS de 300-400% este pragul minim de la care o campanie\u00a0incepe\u00a0sa fie profitabila pentru majoritatea afacerilor.\u00a0Totusi, valoarea ideala depinde de marja ta de profit. Formula corecta este: ROAS break-even\u00a0= 100 \u00f7 marja de profit (%). Cu o marja de 25%, ai nevoie de un ROAS de minimum 400% ca sa nu pierzi bani pe reclame.\u00a0<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1774539040320\"><strong class=\"schema-faq-question\"><strong>Care este\u00a0diferenta\u00a0dintre ROAS si ROI?<\/strong>\u00a0<\/strong> <p class=\"schema-faq-answer\">ROAS\u00a0masoara\u00a0eficienta cheltuielilor publicitare (venituri vs. buget de reclame), in timp ce ROI\u00a0masoara\u00a0rentabilitatea totala a\u00a0investitiei\u00a0(profit net vs. toate costurile: produs, salarii, reclame, logistica). Un ROAS bun nu\u00a0garanteaza\u00a0un ROI pozitiv; de aceea cei doi indicatori trebuie\u00a0analizati\u00a0impreuna.\u00a0<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1774539048100\"><strong class=\"schema-faq-question\"><strong>Pot calcula ROAS-ul\u00a0pentru campanii Facebook\u00a0Ads\u00a0si\u00a0TikTok\u00a0Ads?<\/strong>\u00a0<\/strong> <p class=\"schema-faq-answer\">Da, formula ROAS este\u00a0aceeasi\u00a0indiferent de platforma: venituri generate \u00f7 cheltuieli reclame \u00d7 100. Fiecare platforma (Meta\u00a0Ads,\u00a0TikTok\u00a0Ads, Google\u00a0Ads)\u00a0raporteaza\u00a0propriul ROAS in panoul de administrare. Important: ROAS-ul\u00a0de pe platforme diferite nu se compara direct, deoarece fiecare\u00a0foloseste\u00a0modele de atribuire diferite.\u00a0<\/p> <\/div> <\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Daca rulezi campanii Google&nbsp;Ads&nbsp;sau lucrezi cu o&nbsp;agentie&nbsp;de marketing, ai auzit cu&nbsp;siguranta&nbsp;termenul&nbsp;ROAS. Poate l-ai&nbsp;vazut&nbsp;in rapoarte, poate ti-a fost&nbsp;mentionat&nbsp;intr-o&nbsp;sedinta&nbsp;de analiza, poate l-ai&nbsp;cautat&nbsp;chiar acum ca sa&nbsp;intelegi&nbsp;despre ce e vorba. Oricare ar fi&nbsp;situatia,&nbsp;esti&nbsp;in locul potrivit.&nbsp; In acest ghid,&nbsp;iti&nbsp;explicam ce&nbsp;inseamna&nbsp;ROAS in marketing, cum se&nbsp;calculeaza, care este&nbsp;diferenta&nbsp;fata de ROI si, cel mai important, ce valoare ar trebui sa&nbsp;urmaresti&nbsp;in&nbsp;functie&nbsp;de tipul afacerii tale.&nbsp;Fara&nbsp;jargon [&hellip;]<\/p>\n","protected":false},"author":27,"featured_media":28187,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[147],"class_list":["post-28175","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-roas-ce-inseamna"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ce\u00a0inseamna\u00a0ROAS si cum\u00a0il\u00a0calculezi pentru Google\u00a0Ads?\u00a0<\/title>\n<meta name=\"description\" content=\"Ce ROAS ar trebui sa ai in Google Ads? 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Un ROAS de 400%\u00a0inseamna\u00a0ca pentru 1 leu investit in reclame,\u00a0obtii\u00a04 lei in\u00a0vanzari. Este principalul KPI folosit pentru evaluarea eficientei campaniilor Google\u00a0Ads, Facebook\u00a0Ads\u00a0si a\u00a0oricarei\u00a0forme de publicitate\u00a0platita.\u00a0\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/www.themarkers.ro\\\/ce-inseamna-roas-si-cum-il-calculezi-pentru-google-ads\\\/#faq-question-1774539019944\",\"position\":2,\"url\":\"https:\\\/\\\/www.themarkers.ro\\\/ce-inseamna-roas-si-cum-il-calculezi-pentru-google-ads\\\/#faq-question-1774539019944\",\"name\":\"Care este formula de calcul a ROAS?\u00a0\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Formula ROAS este: ROAS = (Venituri generate de reclame \u00f7 Cheltuieli reclame) \u00d7 100. Exemplu: daca ai cheltuit 2.000 lei pe Google\u00a0Ads\u00a0si ai generat 10.000 lei in\u00a0vanzari, ROAS = (10.000 \u00f7 2.000) \u00d7 100 = 500%. Rezultatul poate fi exprimat si ca\u00a0numar\u00a0simplu: ROAS 5x.\u00a0\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/www.themarkers.ro\\\/ce-inseamna-roas-si-cum-il-calculezi-pentru-google-ads\\\/#faq-question-1774539030545\",\"position\":3,\"url\":\"https:\\\/\\\/www.themarkers.ro\\\/ce-inseamna-roas-si-cum-il-calculezi-pentru-google-ads\\\/#faq-question-1774539030545\",\"name\":\"Ce ROAS este considerat bun in Google\u00a0Ads?\u00a0\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Un ROAS de 300-400% este pragul minim de la care o campanie\u00a0incepe\u00a0sa fie profitabila pentru majoritatea afacerilor.\u00a0Totusi, valoarea ideala depinde de marja ta de profit. Formula corecta este: ROAS break-even\u00a0= 100 \u00f7 marja de profit (%). Cu o marja de 25%, ai nevoie de un ROAS de minimum 400% ca sa nu pierzi bani pe reclame.\u00a0\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/www.themarkers.ro\\\/ce-inseamna-roas-si-cum-il-calculezi-pentru-google-ads\\\/#faq-question-1774539040320\",\"position\":4,\"url\":\"https:\\\/\\\/www.themarkers.ro\\\/ce-inseamna-roas-si-cum-il-calculezi-pentru-google-ads\\\/#faq-question-1774539040320\",\"name\":\"Care este\u00a0diferenta\u00a0dintre ROAS si ROI?\u00a0\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"ROAS\u00a0masoara\u00a0eficienta cheltuielilor publicitare (venituri vs. buget de reclame), in timp ce ROI\u00a0masoara\u00a0rentabilitatea totala a\u00a0investitiei\u00a0(profit net vs. toate costurile: produs, salarii, reclame, logistica). 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Un ROAS de 400%\u00a0inseamna\u00a0ca pentru 1 leu investit in reclame,\u00a0obtii\u00a04 lei in\u00a0vanzari. Este principalul KPI folosit pentru evaluarea eficientei campaniilor Google\u00a0Ads, Facebook\u00a0Ads\u00a0si a\u00a0oricarei\u00a0forme de publicitate\u00a0platita.\u00a0","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/www.themarkers.ro\/ce-inseamna-roas-si-cum-il-calculezi-pentru-google-ads\/#faq-question-1774539019944","position":2,"url":"https:\/\/www.themarkers.ro\/ce-inseamna-roas-si-cum-il-calculezi-pentru-google-ads\/#faq-question-1774539019944","name":"Care este formula de calcul a ROAS?\u00a0","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Formula ROAS este: ROAS = (Venituri generate de reclame \u00f7 Cheltuieli reclame) \u00d7 100. Exemplu: daca ai cheltuit 2.000 lei pe Google\u00a0Ads\u00a0si ai generat 10.000 lei in\u00a0vanzari, ROAS = (10.000 \u00f7 2.000) \u00d7 100 = 500%. 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Cu o marja de 25%, ai nevoie de un ROAS de minimum 400% ca sa nu pierzi bani pe reclame.\u00a0","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/www.themarkers.ro\/ce-inseamna-roas-si-cum-il-calculezi-pentru-google-ads\/#faq-question-1774539040320","position":4,"url":"https:\/\/www.themarkers.ro\/ce-inseamna-roas-si-cum-il-calculezi-pentru-google-ads\/#faq-question-1774539040320","name":"Care este\u00a0diferenta\u00a0dintre ROAS si ROI?\u00a0","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"ROAS\u00a0masoara\u00a0eficienta cheltuielilor publicitare (venituri vs. buget de reclame), in timp ce ROI\u00a0masoara\u00a0rentabilitatea totala a\u00a0investitiei\u00a0(profit net vs. toate costurile: produs, salarii, reclame, logistica). Un ROAS bun nu\u00a0garanteaza\u00a0un ROI pozitiv; de aceea cei doi indicatori trebuie\u00a0analizati\u00a0impreuna.\u00a0","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/www.themarkers.ro\/ce-inseamna-roas-si-cum-il-calculezi-pentru-google-ads\/#faq-question-1774539048100","position":5,"url":"https:\/\/www.themarkers.ro\/ce-inseamna-roas-si-cum-il-calculezi-pentru-google-ads\/#faq-question-1774539048100","name":"Pot calcula ROAS-ul\u00a0pentru campanii Facebook\u00a0Ads\u00a0si\u00a0TikTok\u00a0Ads?\u00a0","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Da, formula ROAS este\u00a0aceeasi\u00a0indiferent de platforma: venituri generate \u00f7 cheltuieli reclame \u00d7 100. Fiecare platforma (Meta\u00a0Ads,\u00a0TikTok\u00a0Ads, Google\u00a0Ads)\u00a0raporteaza\u00a0propriul ROAS in panoul de administrare. 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