{"id":8753,"date":"2017-07-27T12:03:00","date_gmt":"2017-07-27T12:03:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8753"},"modified":"2026-04-14T08:15:52","modified_gmt":"2026-04-14T08:15:52","slug":"roi-vs-roas-choosing-the-right-performance-metric","status":"publish","type":"post","link":"https:\/\/tenjin.com\/zh\/blog\/roi-vs-roas-choosing-the-right-performance-metric\/","title":{"rendered":"ROI \u4e0e ROAS\uff1a\u9009\u62e9\u6b63\u786e\u7684\u6027\u80fd\u6307\u6807"},"content":{"rendered":"<p class=\"wp-block-paragraph\">\u5728\u8bc4\u4f30\u5e7f\u544a\u6d3b\u52a8\u65f6\uff0c\u60a8\u901a\u5e38\u4f1a\u4f7f\u7528 ROI\uff08\u6295\u8d44\u56de\u62a5\u7387\uff09\u6216 ROAS\uff08\u5e7f\u544a\u652f\u51fa\u56de\u62a5\u7387\uff09\u3002\u4f46\u8fd9\u4e24\u9879\u6307\u6807\u5e76\u975e\u5b8c\u5168\u53ef\u4ee5\u4e92\u6362\uff1a\u5b83\u4eec\u5404\u6709\u5176\u6218\u7565\u7528\u9014\u3002.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u51e0\u5e74\u524d\uff0c\u5927\u591a\u6570\u516c\u53f8\u6839\u672c\u4e0d\u4f1a\u505c\u4e0b\u6765\u601d\u8003\uff0c\u6539\u7528\u4e00\u79cd\u7565\u6709\u4e0d\u540c\u7684\u8861\u91cf\u6807\u51c6\u662f\u5426\u503c\u5f97\u3002\u4f46\u5982\u4eca\uff0c\u5e7f\u544a\u6d3b\u52a8\u7684\u76c8\u5229\u80fd\u529b\u5f80\u5f80\u5c8c\u5c8c\u53ef\u5371\u3002\u5c06 ROI \u66ff\u6362\u4e3a ROAS\uff0c\u6216\u8005\u53cd\u4e4b\uff0c\u4e0d\u4ec5\u53ef\u4ee5\u8282\u7701\u4eba\u5de5\u6210\u672c\uff0c\u8fd8\u80fd\u5e2e\u52a9\u60a8\u66f4\u5feb\u5730\u505a\u51fa\u6b63\u786e\u51b3\u7b56\u3002.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u6295\u8d44\u56de\u62a5\u7387<\/strong><br>\u6295\u8d44\u56de\u62a5\u7387\uff08ROI\uff09\u4ee5\u767e\u5206\u6bd4\u5f62\u5f0f\u8868\u793a\u3002\u4f60\u7684\u8ba1\u7b97\u516c\u5f0f\u5e94\u5982\u4e0b\u6240\u793a\uff1a<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">% \u6295\u8d44\u56de\u62a5\u7387 = (\u6536\u5165 \u2013 \u5e7f\u544a\u652f\u51fa) \/ \u5e7f\u544a\u652f\u51fa<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u91cd\u8981\u7ed3\u8bba\uff1a\u6295\u8d44\u56de\u62a5\u7387\uff08ROI\uff09\u53ef\u80fd\u4f1a\u51fa\u73b0\u8d1f\u503c\u2014\u2014\u5373\u4f7f\u5e7f\u544a\u6d3b\u52a8\u8fbe\u5230\u4e86\u9884\u671f\u76ee\u6807\uff01<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u5e7f\u544a\u6295\u8d44\u56de\u62a5\u7387<\/strong><br>\u4e0eROI\u4e0d\u540c\uff0cROAS\u7ed9\u51fa\u7684\u662f\u4e00\u9879\u5177\u4f53\u91d1\u989d\u3002.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">$ ROAS = \u6536\u5165 \/ \u5e7f\u544a\u652f\u51fa<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u5173\u952e\u8981\u70b9\uff1aROAS \u544a\u8bc9\u4f60\uff0c\u6bcf\u82b1\u8d39 $1 \u7528\u4e8e\u8425\u9500\uff0c\u80fd\u6536\u56de\u591a\u5c11\u7f8e\u5143\uff08\u6216\u7f8e\u5206\uff09\u3002\u8be5\u6570\u503c\u53ef\u80fd\u4f4e\u4e8e $1\uff08\u5982\u679c\u4ec5\u8003\u8651\u83b7\u5ba2\u7528\u6237\u7684\u4ef7\u503c\uff0c\u8fd9\u610f\u5473\u7740\u4f60\u4e8f\u635f\u4e86\uff09\uff0c\u4f46\u4e0d\u4f1a\u662f\u8d1f\u6570\u3002.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u4f55\u65f6\u4f7f\u7528 ROAS \u6216 ROI<\/strong><br>\u4e1a\u52a1\u4f18\u5148\u7ea7\u51b3\u5b9a\u4e86\u5e94\u91c7\u7528\u54ea\u4e00\u79cd\u6307\u6807\u3002\u7b80\u800c\u8a00\u4e4b\uff0c\u5728\u4ee5\u589e\u957f\u4e3a\u76ee\u6807\u8fdb\u884c\u4f18\u5316\u65f6\uff0c\u901a\u5e38\u4f7f\u7528 ROAS\uff1b\u800c\u5728\u4ee5\u5229\u6da6\u4e3a\u76ee\u6807\u8fdb\u884c\u4f18\u5316\u65f6\uff0c\u5219\u4f7f\u7528 ROI\u3002\u8bf7\u8003\u8651\u4ee5\u4e0b\u95ee\u9898\uff1a<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u6765\u81ea\u5df2\u83b7\u53d6\u7528\u6237\u7684\u6536\u5165\uff1a$9<br>\u5e7f\u544a\u8d39\u7528\uff1a$10<br>ROI = (9 \u2013 10) \/ 10 = -10%<br>ROAS = 9 \/ 10 = 90%<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u5bf9\u4e8e\u4e00\u6b3e\u521a\u53d1\u5e03\u4e14\u81f4\u529b\u4e8e\u7528\u6237\u589e\u957f\u7684\u6e38\u620f\u800c\u8a00\uff0c\u6b64\u7c7b\u5e7f\u544a\u6d3b\u52a8\u6216\u8bb8\u6b63\u5728\u5b9e\u73b0\u6269\u5927\u7528\u6237\u7fa4\u7684\u76ee\u6807\u3002 \u56e0\u6b64\uff0c\u516c\u53f8\u6bcf\u6295\u5165$1\u7528\u4e8e\u5e7f\u544a\uff0c\u5c31\u80fd\u6536\u56de$0.90\uff0c\u8fd9\u4e00\u6570\u636e\u770b\u8d77\u6765\u9887\u5177\u4ef7\u503c\uff1a\u5f88\u660e\u663e\uff0c\u8be5\u5e7f\u544a\u6d3b\u52a8\u5728\u6269\u5927\u5e94\u7528\u7528\u6237\u89c4\u6a21\u7684\u8fc7\u7a0b\u4e2d\uff0c\u6bcf\u6295\u5165$1\u5c31\u4e8f\u635f$0.10\u3002.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u5982\u679c\u4f60\u6b63\u5728\u4f18\u5316\u4e1a\u52a1\u589e\u957f\uff0c\u8d1f\u6295\u8d44\u56de\u62a5\u7387\uff08ROI\uff09\u770b\u8d77\u6765\u4f3c\u4e4e\u662f\u4e2a\u95ee\u9898\u2014\u2014\u5176\u5b9e\u5e76\u975e\u5982\u6b64\uff0c\u4f46\u8d1f\u6570\u5728\u8463\u4e8b\u4f1a\u4f1a\u8bae\u4e0a\u5f80\u5f80\u96be\u4ee5\u88ab\u63a5\u53d7\u3002\u66f4\u5173\u952e\u7684\u662f\uff0c\u6295\u8d44\u56de\u62a5\u7387\u8868\u660e\u4f60\uff08\u76ee\u524d\uff09\u5c1a\u672a\u5b9e\u73b0\u76c8\u5229\uff0c\u5c3d\u7ba1\u5b9e\u9645\u60c5\u51b5\u5c1a\u4e0d\u5b8c\u5168\u660e\u6717\u3002.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u53e6\u4e00\u65b9\u9762\uff0cROI \u5728\u6210\u719f\u4f01\u4e1a\u4e2d\u7ecf\u53d7\u4f4f\u4e86\u65f6\u95f4\u7684\u8003\u9a8c\uff0c\u56e0\u4e3a\u8fd9\u4e9b\u516c\u53f8\u6700\u7ec8\u80fd\u591f\u5c06\u91cd\u5fc3\u8f6c\u5411\u5229\u6da6\u3002\u4f8b\u5982\uff0c\u6536\u5165\u6392\u884c\u699c\u4e0a\u7684\u5927\u591a\u6570\u5e94\u7528\u90fd\u80fd\u901a\u8fc7\u5e7f\u544a\u4ece\u6bcf\u4f4d\u83b7\u5ba2\u7528\u6237\u8eab\u4e0a\u83b7\u5f97\u53ef\u89c2\u7684\u5229\u6da6\u2014\u2014\u800c\u4e14\u5b83\u4eec\u5fc5\u987b\u505a\u5230\u8fd9\u4e00\u70b9\uff0c\u56e0\u4e3a\u5176\u4e2d\u8bb8\u591a\u5e94\u7528\u7684\u7528\u6237\u4e3b\u8981\u6765\u81ea\u5e7f\u544a\u3002 \u5728\u8fd9\u79cd\u60c5\u51b5\u4e0b\uff0c\u8ffd\u8e2a\u6295\u8d44\u56de\u62a5\u7387\uff08ROI\uff09\u7684\u767e\u5206\u6bd4\u66f4\u6709\u52a9\u4e8e\u53d1\u73b0\u4e1a\u7ee9\u7684\u53d8\u5316\u3002.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u5f53\u7136\uff0c\u6295\u8d44\u56de\u62a5\u7387\uff08ROI\uff09\u548c\u5e7f\u544a\u652f\u51fa\u56de\u62a5\u7387\uff08ROAS\uff09\u90fd\u5f88\u5927\u7a0b\u5ea6\u4e0a\u53d6\u51b3\u4e8e\u4e00\u9879\u53ef\u80fd\u6700\u4e3a\u91cd\u8981\u7684\u6307\u6807\uff1a\u5ba2\u6237\u7ec8\u8eab\u4ef7\u503c\u3002\u5982\u9700\u4e86\u89e3\u76f8\u5173\u5165\u95e8\u6307\u5357\uff0c\u8bf7\u53c2\u9605&nbsp;<a href=\"https:\/\/blog.tenjin.io\/ltv-101\/?__hstc=105908124.1a56e3730f6f13e43c32fb5b1a8ca535.1695012124209.1695095732931.1695118029670.8&amp;__hssc=105908124.52.1695118029670&amp;__hsfp=2360007836\">LTV 101<\/a>&nbsp;\u548c&nbsp;<a href=\"https:\/\/blog.tenjin.io\/ltv-201-a-simple-method-for-forecasting\/?__hstc=105908124.1a56e3730f6f13e43c32fb5b1a8ca535.1695012124209.1695095732931.1695118029670.8&amp;__hssc=105908124.52.1695118029670&amp;__hsfp=2360007836\">LTV 201<\/a>&nbsp;\u6587\u7ae0\u3002.<\/p>","protected":false},"excerpt":{"rendered":"<p>When you measure your ad campaigns, you\u2019re going to use either ROI (Return on Investment) or ROAS (Return on Ad Spend). But these measurements aren\u2019t fully interchangeable: each has its strategic uses. A few years ago, most companies wouldn\u2019t have stopped to consider whether switching to a subtly different measurement might be worthwhile. But today,&#8230;<\/p>","protected":false},"author":5,"featured_media":8759,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,91],"tags":[],"class_list":["post-8753","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practices","category-metrics"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ROI vs ROAS | Tenjin<\/title>\n<meta name=\"description\" content=\"Understand the differences between ROI and ROAS and learn which performance metric is best for measuring mobile marketing success.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/zh\/blog\/roi-vs-roas-choosing-the-right-performance-metric\/\" 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