He aha te ROAS pūhara i whakanui ai i te hua
Ka wehea e te ROAS a te pūhara te moni whiwhi e tautapahia ana e tētahi pūhara pānui ki a ia anō ki te utu pāpāho. Ka waiho i waho te utu o ngā taonga, te kawe, ngā utu utunga me ngā whakahokinga moni, ka tatau i ngā hoko i roto i te matapihi tautapa hua a te pūhara anō, ā, kāore e kī mēnā ka puta te hoko ki te kore te pānui. I te tauira mahi i raro, ko tētahi pūkete e pūrongo ana i te ROAS 4.0 ka whiwhi moni mēnā he hou ia hoko kua tautapahia, ā, ka ngaro moni mēnā he hou te 60% anake. Me noho ngā whakatau pūtea ki runga i te hua toenga i muri i te pāpāho, kua inea ki tētahi whakamātautau pupuri.
Ngā kitenga matua
- 1
Ka tuku utu te rautaki Target ROAS a Google ki te uara hurihanga e pūrongo ana koe ki Google Ads. Ka uru noa te toenga hua ki te tuku utu mēnā e hāngai ana ngā uara e tukuna ana e koe ki te toenga hua.
Kua tuhia: mātāpuna ōkawa. Korahi: Ngā tuhinga tuku utu Search me Shopping a Google Ads, i te . [1]
- 2
Ka whakamahia ināianei e Google Ads te tautapa hua ā-raraunga (data-driven attribution) mō ngā mahi hurihanga i runga i ngā tauira ā-ture kua whakakorea; kei te wātea tonu te pāwhiri whakamutunga (last click). Mā te tauira tautapa hua e whakatau te nui o te whakamihi ka riro i ia pānui, nō reira ka puta i ngā hoko ōrite he ROAS rerekē i raro i ngā tautuhinga rerekē.
Kua tuhia: mātāpuna ōkawa. Korahi: Ngā tuhinga tautapa hua a Google Ads, i te . [2]
- 3
Ka tatau te tautapa hua paerewa a Meta i ngā hurihanga pae tukutuku i roto i te 1, te 7 rānei o ngā rā i muri i tētahi pāwhiri, ā, i roto i te 1 rā i muri i tētahi whakaaturanga, ā, he tauira tautapa hua tāpiri anō tā Meta. Ko tētahi hoko mā te kitenga (view-through) e tatauria ana e Meta tērā pea ka tatauria anō e Google.
Kua tuhia: mātāpuna ōkawa. Korahi: Ngā tautuhinga tautapa hua a Meta Ads Manager, i te . [3]
- 4
I tā mātou tauira, ko tētahi pūkete he ROAS pūhara 4.0 ka whiwhi hua toenga tōrunga i muri i te pāpāho mēnā neke atu i te 68% pea o te moni whiwhi kua tautapahia he tāpiri anake.
He tauira whakaahua, ehara i te paerewa. Korahi: He tauira mahi FOCUSADS me ngā whakapae kua tapaina, ehara i te paerewa, i te
Tikanga me ngā here
- Pātai
- Ka taea rānei e tētahi pakihi te whakamahi i te ROAS e pūrongotia ana e te pūhara hei whakatau mēnā he whai huamoni te pāpāho utu, ā, e hia atu anō hei whakapau?
- I tuhia mō
- Ngā CFO, ngā kaiwhakahaere tauhokohoko ā-ipurangi me ngā kaiārahi whakatutukitanga e whakaae ana, e tautoko ana rānei i ngā pūtea pāpāho ā-marama.
- Te whakatau e pā ana
- Mēnā ka whakapiki, ka pupuri, ka tapahi rānei i te whakapau pāpāho, ā, ko ēhea rōpū hua me mutu te whakatairanga.
- Ngā mātāpuna
- Ngā whārangi pokapū āwhina ōkawa a Google Ads me Meta mō te tuku utu, te tautapa hua me te ine pikinga, me te aratohu a IAB mō te ine tāpiri i te pāpāho tauhokohoko. I pānuitia katoatia i te rā uru e whakaaturia ana.
- Wā
- Ngā tuhinga pērā i te whakaputanga i te 17 o Oketopa 2026. Ka panoni ngā tautuhinga pūhara; tirohia anō i mua i te whakamahi.
- Ngā mākete
- Ka pā ki ngā wāhi katoa e hokona ana ngā pānui Google Ads me Meta. Kāore te tauira e here ki tētahi moni.
- Ngā tautuhinga
- ROAS pūhara: te uara hurihanga kua tautapahia e te pūhara pānui ÷ te utu pāpāho i taua pūhara.
- Tāpiri hua toenga: te moni whiwhi ka toe i muri i ngā whakahokinga, tango te utu o ngā taonga, te kawe, ngā utu utunga me te whakahaere whakahokinga.
- Wāhanga tāpiri: te wāhanga o te moni whiwhi kua tautapahia e kore e puta ki te kore ngā pānui, ka inea mā tētahi rohe pupuri, whakamātautau pikinga rānei.
- Ngā here
- Ka whakamahia e te tauira mahi ngā tau porowhita hei tauira. Ka whakaatu i te tikanga; kāore e kōrero ana mō ngā whakahokinga, ngā toenga hua noa rānei i tētahi kāwai.
- Kāore mātou e whai uru ki ngā raraunga pūkete tūmataiti mō tēnei tuhinga, ā, kāore mātou e whakahua i ngā hua a ngā kiritaki.
- Me nui ngā hurihanga i ngā whakamātautau pikinga kia kitea he rerekētanga. Tērā pea me roa ake ngā whakamātautau, me whai rohe pupuri ā-matawhenua rānei mō ngā pūkete iti.
E whā ngā mea e waiho ana i waho e te tatauranga a te pūhara
Kua tuhia: mātāpuna ōkawa
Tuatahi, te utu. Ka kite te pūhara i te uara ota e tukuna ana e koe. Kāore he rārangi mō ngā taonga, mō te kaikawe, mō te kaiwhakarato utunga, mō te pōkai rānei ka hoki mai i ngā wiki e toru i muri mai.
Tuarua, te matapihi tautapa hua. Ka tatau a Meta i tētahi hoko i roto i ngā rā e 7 i muri i tētahi pāwhiri, i te 1 rā rānei i muri i tētahi whakaaturanga i raro i tana tautuhinga paerewa taunoa. Ka tohatoha a Google i te whakamihi mā te tautapa hua ā-raraunga, ki te kore koe e kōwhiri i te pāwhiri whakamutunga. Ka pūrongo ia pūhara mai i tōna ake tirohanga, nō reira ka puta pea tētahi ota kotahi i ngā pūrongo e rua.
Tuatoru, ngā whakahokinga moni i muri mai. Ki te kore koe e whakatika, e tango rānei i ngā uara hurihanga, ka noho tonu tētahi ota kua whakahokia te moni ki te moni whiwhi a te pūhara.
Tuawhā, te tāpiritanga. Ka tuhia e te tautapa hua i noho tētahi pānui i mua i tētahi hoko. Kei te noho a Conversion Lift a Google me te tautapa hua tāpiri a Meta nā te mea he pātai rerekē te noho me te take.
Tauira mahi: āhea te ROAS 4.0 ngaro moni ai
He tauira whakaahua, ehara i te paerewa
Ka whai te ripanga i te marama kotahi o tētahi pūkete tauhokohoko ā-ipurangi kotahi. He whakapae ia uru i kōwhiria kia māmā ai te taki i te tātai.
I runga i ngā tau kua tautapahia, ka eke māmā te pūkete i tōna utu-ōrite o te 2.74. Ina whakaarohia ko te 60% anake o te moni whiwhi he hou, ka piki te utu-ōrite ki te 4.57 pea, ā, ka whakaatu taua marama anō i te ngaronga.
| Rārangi | Moni | Te tātai |
|---|---|---|
| Utu pāpāho | 20,000 | Whakapae |
| Moni whiwhi kua tautapahia e te pūhara | 80,000 | ROAS pūhara 4.0 × pāpāho |
| Ngā whakahokinga moni mō ngā ota kua whakahokia | -12,000 | 15% o te moni whiwhi kua tautapahia |
| Te utu o ngā taonga mō ngā ota kua puritia | -27,200 | 40% o te moni whiwhi kua puritia 68,000 |
| Ngā utu kawe me ngā utu utunga | -9,600 | 12% o te moni whiwhi kua tautapahia, ka utua anō mō ngā ota kua whakahokia |
| Te whakahaere whakahokinga | -2,000 | Whakapae |
| Hua toenga i mua i te pāpāho | 29,200 | 36.5% o te moni whiwhi kua tautapahia |
| Hua toenga i muri i te pāpāho, mēnā he tāpiri ngā hoko katoa | 9,200 | 29,200 - 20,000 |
| Hua toenga i muri i te pāpāho, mēnā he tāpiri te 60% | -2,480 | 0.6 × 29,200 - 20,000 |
| ROAS utu-ōrite i runga i te moni whiwhi kua tautapahia | 2.74 | 1 ÷ 0.365 |
| ROAS utu-ōrite i te tāpiritanga 60% | 4.57 | 2.74 ÷ 0.6 |
Ngā whakapae
- Ōwehenga whakahokinga 15% o te moni whiwhi kua tautapahia; te utu o ngā taonga 40% o te moni whiwhi kua puritia; te kawe me ngā utu 12% o te moni whiwhi kua tautapahia.
- Ko te wāhanga tāpiri 60% he tau whakakapi mō tētahi hua rohe pupuri kua inea, ehara i te whakatau tata mō tētahi kāwai.
- Kāore i whakaurua ngā utu pūmau (kaimahi, pūmanawa, whare putunga); me ea anō ēnei i te hua toenga.
Utu-ōrite mō ia rōpū hua
He tauira whakaahua, ehara i te paerewa
Ka huna e tētahi whāinga kotahi mō te pūkete katoa ngā hua e ngaro moni ana. Ko tētahi rōpū taputapu kāinga he 55% te tāpiri hua toenga ka utu-ōrite i te 1.8 pea. Ko tētahi rōpū kākahu he 30% i muri i ngā whakahokinga me tata ki te 3.3 i mua i te whakaaro ki te tāpiritanga.
Whakaurua he whānuitanga toenga hua me tētahi tapanga tūraru whakahoki ki te whāngai hua, kātahi ka wehea ngā kaupapa whakatairanga, ngā rōpū rawa Performance Max rānei kia kore ai tētahi rārangi toenga hua iti e tukua ki te whāinga o tētahi rārangi toenga hua nui. Ki te tukuna e koe he uara hurihanga e hāngai ana ki te toenga hua hei utu mō ngā uara ota, ka tīmata a Target ROAS ki te arotau tōtika ki te hua toenga.
| Rārangi | Taputapu kāinga | Kākahu |
|---|---|---|
| Uara ota | 100 | 100 |
| Utu o ngā taonga | -30 | -40 |
| Ngā utu kawe me ngā utu utunga | -10 | -12 |
| Utu whakahokinga e tūmanakohia ana | -5 | -18 |
| Hua toenga i mua i te pāpāho | 55 | 30 |
| ROAS utu-ōrite | 1.82 | 3.33 |
Ngā whakapae
- E whakamahi ana ngā rōpū e rua i te uara ota 100 kia tōtika ai te whakataurite i ngā toenga hua.
- Ko ngā tatauranga utu, utu tuku me te whakahoki he tauira i kōwhiria hei whakaatu i te whānuitanga, ehara i ngā toharite kāwai.
- E whakapae ana te utu-ōrite i konei he tāpiri ia hoko kua tautapahia; wehea ki te wāhanga tāpiri kua inea pērā i te ripanga i runga ake.
Kei hea a FOCUSADS e tuhi ai i te rārangi
Te tirohanga a FOCUSADS
Ka tukua e mātou ngā pūhara kia tuku utu i runga i ngā uara ka kitea e rātou, nā te mea koirā te take i hangaia ai ā rātou pūnaha. Ka whakaritea e mātou ngā pūtea i runga i te hua toenga i muri i te pāpāho mai i te toa, i te ERP rānei, ā, ka tūtohu mātou i tētahi rohe pupuri i mua i tētahi pikinga pūtea nui. Ina kore e taea e te kaipupuri te tiri i ngā raraunga toenga hua, ka kī te mahere pāpāho i tērā, ā, ka pūrongo i te moni whiwhi i muri i ngā whakahokinga hei tatauranga tata rawa e wātea ana.
Ngā mea ka whakamātauria e mātou, i te raupapa
| Hātepe | Ka inea mā | Ka kīia he angitu ina |
|---|---|---|
| Whakaōritehia ngā ota e 30 rā kua tautapahia e te pūhara ki ngā ota o te toa, o te ERP rānei mā te ID ota. | Te wāhanga o te moni whiwhi kua tautapahia e hāngai ana ki tētahi ota tūturu kāore anō kia whakahokia te moni. | Kei roto te āputa kāore e mōhiotia te take i tētahi taiepa i whakaaetia me te tari pūtea i mua i te tīmatanga o te whakamātautau. |
| Tukuna he uara hurihanga e hāngai ana ki te toenga hua mō tētahi rōpū hua kotahi. | Te hua toenga i muri i te pāpāho mō taua rōpū, ka whakatauritea ki te wā o mua me tētahi rōpū ōrite. | Ka piki te hua toenga kāore he hekenga o ngā ota a ngā kiritaki hou. |
| Whakahaeretia he rohe pupuri ā-matawhenua, ā-minenga rānei mō tētahi huringa hoko katoa. | Te rerekētanga o ngā ota me te hua toenga i waenga i ngā rōpū whakaatu me ngā rōpū pupuri. | Ka whakamahia te wāhanga tāpiri kua inea hei whakahou i te ROAS utu-ōrite mō te whakatau pūtea e whai ake ana. |
Ko tēhea tau e whakautu ana i tēhea pātai
Whakamahia te tatauranga e hāngai ana ki te whakatau. Mā te whakaranu i ēnei ka noho tahi he pūrongo whai huamoni me tētahi marama kore huamoni.
| Whakatau | Tau hei whakamahi | Puna pono |
|---|---|---|
| Ngā tuku utu ā-rā i roto i tētahi pūhara | Uara hurihanga, ROAS rānei a te pūhara | Te pūhara, me ngā uara e hāngai ana ki te toenga hua ki te taea |
| Te taumata pūtea ā-marama | Hua toenga i muri i te pāpāho, kua whakatikaia ki te wāhanga tāpiri | Ngā ota me ngā whakahokinga o te toa, o te ERP rānei, me tētahi hua rohe pupuri |
| Ko ēhea hua hei whakatairanga | ROAS utu-ōrite mō ia rōpū hua | Ngā tapanga whāngai i hangaia mai i ngā raraunga utu me te whakahoki |
| Pūrongo ki te poari, ki te CFO rānei | Hua toenga i muri i te pāpāho me te tatau kiritaki hou | Ngā raraunga ota kua whakaōritehia e te tari pūtea |
| Te whakataurite i ngā pūhara e rua | Hua toenga tāpiri mō ia wae whakapau | Ngā whakamātautau pikinga i ia pūhara, kaua tā rātou ake ROAS |
Te hono o tēnei ki tā mātou tikanga: Tautuhia te tūturu ōhanga i mua i te whakapau pāpāho
Ngā tohutoro
- About Target ROAS bidding, Google Ads Help, i uru
- About attribution models, Google Ads Help, i uru
- About attribution models and attribution settings, Meta Business Help Center, i uru
- About Conversion Lift, Google Ads Help, i uru
- Guidelines for Incremental Measurement in Commerce Media, IAB, i uru
- About the search terms report in Performance Max, Google Ads Help, i uru