{"id":2730,"date":"2026-08-20T12:41:39","date_gmt":"2026-08-20T10:41:39","guid":{"rendered":"https:\/\/mairateam.com\/?post_type=glossary&p=2730"},"modified":"2026-08-20T15:49:13","modified_gmt":"2026-08-20T13:49:13","slug":"prispevkova-marze","status":"publish","type":"glossary","link":"https:\/\/mairateam.com\/cs\/slovnik\/prispevkova-marze\/","title":{"rendered":"P\u0159\u00edsp\u011bvkov\u00e1 mar\u017ee"},"content":{"rendered":"

P\u0159\u00edsp\u011bvkov\u00e1 mar\u017ee<\/strong> je tr\u017eba po ode\u010dten\u00ed variabiln\u00edch n\u00e1klad\u016f: n\u00e1kupn\u00ed ceny zbo\u017e\u00ed, dopravy, balen\u00ed, poplatk\u016f za platby a proviz\u00ed. Je to \u010d\u00e1stka, kter\u00e1 z ka\u017ed\u00e9 objedn\u00e1vky z\u016fst\u00e1v\u00e1 na zaplacen\u00ed reklamy a fixn\u00edch n\u00e1klad\u016f. Bez n\u00ed se ned\u00e1 spo\u010d\u00edtat POAS, break-even ROAS ani \u017e\u00e1dn\u00fd smyslupln\u00fd c\u00edl kampan\u00ed.<\/p>\n

V kostce<\/h2>\n\n\n\n\n\n\n
Vzorec<\/strong><\/td>\nP\u0159\u00edsp\u011bvkov\u00e1 mar\u017ee = tr\u017eba minus variabiln\u00ed n\u00e1klady objedn\u00e1vky<\/td>\n<\/tr>\n
Co jsou variabiln\u00ed n\u00e1klady<\/strong><\/td>\nN\u00e1kupn\u00ed cena, doprava, balen\u00ed, platebn\u00ed a marketplace poplatky, vratky<\/td>\n<\/tr>\n
Co do n\u00ed nepat\u0159\u00ed<\/strong><\/td>\nFixn\u00ed n\u00e1klady: n\u00e1jem, mzdy, syst\u00e9my. Ty se plat\u00ed a\u017e z jej\u00edho sou\u010dtu<\/td>\n<\/tr>\n
K \u010demu slou\u017e\u00ed v marketingu<\/strong><\/td>\nUr\u010duje, kolik sm\u00ed st\u00e1t konverze a jak\u00fd ROAS je skute\u010dn\u00e1 nula<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Jak se po\u010d\u00edt\u00e1<\/h2>\n

Krok za krokem<\/h3>\n

V\u00fdpo\u010det jde po jedn\u00e9 objedn\u00e1vce, potom se s\u010d\u00edt\u00e1 po kategori\u00edch nebo za obdob\u00ed.<\/p>\n

    \n
  1. Tr\u017eba bez DPH<\/strong> po slev\u00e1ch a slevov\u00fdch k\u00f3dech. Dopravn\u00e9, kter\u00e9 zaplatil z\u00e1kazn\u00edk, do tr\u017eby pat\u0159\u00ed tak\u00e9.<\/li>\n
  2. N\u00e1kupn\u00ed cena zbo\u017e\u00ed<\/strong> bez DPH, v\u010detn\u011b dopravy od dodavatele a cla.<\/li>\n
  3. N\u00e1klady na vy\u0159\u00edzen\u00ed:<\/strong> doprava k z\u00e1kazn\u00edkovi, balen\u00ed a balic\u00ed materi\u00e1l, p\u0159\u00edpadn\u011b poplatek za fulfillment.<\/li>\n
  4. Poplatky za platbu a prodejn\u00ed kan\u00e1l:<\/strong> platebn\u00ed br\u00e1na, dob\u00edrka, provize marketplace nebo srovn\u00e1va\u010de zbo\u017e\u00ed.<\/li>\n
  5. Vratky:<\/strong> o\u010dek\u00e1van\u00fd pod\u00edl vr\u00e1cen\u00fdch objedn\u00e1vek kr\u00e1t n\u00e1klad jedn\u00e9 vratky (doprava zp\u011bt, kontrola, naskladn\u011bn\u00ed, p\u0159\u00edpadn\u00fd odpis).<\/li>\n<\/ol>\n

    Tr\u017eba minus polo\u017eky 2 a\u017e 5 je p\u0159\u00edsp\u011bvkov\u00e1 mar\u017ee v korun\u00e1ch. Vyd\u011blen\u00e1 tr\u017ebou d\u00e1v\u00e1 p\u0159\u00edsp\u011bvkovou mar\u017ei v procentech, se kterou pracuje break-even ROAS i c\u00edlov\u00fd POAS. Se\u010dten\u00e9 za m\u011bs\u00edc d\u00e1vaj\u00ed stejn\u00e9 polo\u017eky mar\u017ei po kategori\u00edch, co\u017e je \u00farove\u0148, kterou c\u00edle kampan\u00ed pot\u0159ebuj\u00ed.<\/p>\n

    Modelov\u00fd v\u00fdpo\u010det<\/h3>\n

    Modelov\u00fd p\u0159\u00edklad: jedna objedn\u00e1vka e-shopu s oble\u010den\u00edm.<\/p>\n\n\n\n\n\n\n\n\n
    Tr\u017eba bez DPH (z\u00e1kazn\u00edk zaplatil 3 630 K\u010d s 21 % DPH)<\/td>\n3 000 K\u010d<\/td>\n<\/tr>\n
    N\u00e1kupn\u00ed cena zbo\u017e\u00ed (60 % tr\u017eby)<\/td>\n1 800 K\u010d<\/td>\n<\/tr>\n
    Doprava k z\u00e1kazn\u00edkovi a balen\u00ed<\/td>\n120 K\u010d<\/td>\n<\/tr>\n
    Poplatek platebn\u00ed br\u00e1ny (1,5 %)<\/td>\n45 K\u010d<\/td>\n<\/tr>\n
    Rezerva na vratky (5 % objedn\u00e1vek \u00d7 300 K\u010d)<\/td>\n15 K\u010d<\/td>\n<\/tr>\n
    P\u0159\u00edsp\u011bvkov\u00e1 mar\u017ee = 3 000 minus 1 980<\/strong><\/td>\n1 020 K\u010d, tedy 34 %<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

    Z 1 020 K\u010d se plat\u00ed akvizice z\u00e1kazn\u00edka i pod\u00edl na fixn\u00edch n\u00e1kladech. Kdy\u017e m\u00e1 objedn\u00e1vka p\u0159isp\u011bt 300 K\u010d na re\u017eii a zisk, sm\u00ed reklama st\u00e1t nejv\u00fd\u0161 720 K\u010d na objedn\u00e1vku, co\u017e odpov\u00edd\u00e1 c\u00edlov\u00e9mu ROAS 3 000 \/ 720 = 4,17. Reklama za 1 020 K\u010d na objedn\u00e1vku je nula, break-even ROAS 3 000 \/ 1 020 = 2,94.<\/p>\n

    S \u010d\u00edm to nepl\u00e9st<\/h3>\n

    Mar\u017ee se po\u010d\u00edt\u00e1 z prodejn\u00ed ceny, p\u0159ir\u00e1\u017eka z n\u00e1kupn\u00ed. Zbo\u017e\u00ed nakoupen\u00e9 za 1 800 K\u010d a prodan\u00e9 za 3 000 K\u010d m\u00e1 p\u0159ir\u00e1\u017eku 67 %, ale hrubou mar\u017ei 40 % a po ode\u010dten\u00ed vy\u0159\u00edzen\u00ed, poplatk\u016f a vratek p\u0159\u00edsp\u011bvkovou mar\u017ei 34 %. C\u00edle kampan\u00ed stoj\u00ed v\u017edy na mar\u017ei z tr\u017eby, nikdy na p\u0159ir\u00e1\u017ece. P\u0159\u00edsp\u011bvkov\u00e1 mar\u017ee je \u010d\u00edslo p\u0159ed ode\u010dten\u00edm reklamy; po jej\u00edm ode\u010dten\u00ed z\u016fst\u00e1v\u00e1 p\u0159\u00edsp\u011bvek po marketingu, ze kter\u00e9ho se teprve plat\u00ed fixn\u00ed n\u00e1klady. A po\u010d\u00edt\u00e1 se z cen bez DPH: kdo dosad\u00ed cenu s DPH, zapo\u010d\u00edt\u00e1 si do mar\u017ee 630 K\u010d dan\u011b, kter\u00e1 mu nepat\u0159\u00ed.<\/p>\n

    Pro\u010d je to z\u00e1kladn\u00ed \u010d\u00edslo v\u00fdkonnostn\u00edho marketingu<\/h2>\n

    Modelov\u00fd p\u0159\u00edklad: objedn\u00e1vka za 2 000 K\u010d, zbo\u017e\u00ed stoj\u00ed 1 200 K\u010d, doprava a balen\u00ed 150 K\u010d, platebn\u00ed poplatky 50 K\u010d. P\u0159\u00edsp\u011bvkov\u00e1 mar\u017ee je 600 K\u010d, tedy 30 procent. Z t\u011bch 600 K\u010d se mus\u00ed zaplatit akvizice z\u00e1kazn\u00edka i pod\u00edl na fixn\u00edch n\u00e1kladech. Kdy\u017e reklama stoj\u00ed na objedn\u00e1vku v\u00edc ne\u017e 600 K\u010d, firma prod\u011bl\u00e1v\u00e1 bez ohledu na to, jak p\u011bkn\u011b vypad\u00e1 ROAS po\u010d\u00edtan\u00fd z obratu 2 000 K\u010d. Ka\u017ed\u00fd c\u00edl kampan\u00ed, kter\u00fd nevych\u00e1z\u00ed z tohoto \u010d\u00edsla, je jen p\u0159\u00e1n\u00ed.<\/p>\n

    Z na\u0161\u00ed praxe<\/h2>\n

    P\u0159i p\u0159eb\u00edr\u00e1n\u00ed \u00fa\u010dt\u016f je chyb\u011bj\u00edc\u00ed mar\u017eov\u00e1 vrstva nej\u010dast\u011bj\u0161\u00ed d\u016fvod, pro\u010d kampan\u011b vypadaj\u00ed dob\u0159e a byznys ne. Vid\u00edme to opakovan\u011b nap\u0159\u00ed\u010d 1,3 mld. K\u010d spravovan\u00e9ho spendu: c\u00edlov\u00e9 ROAS b\u00fdvaj\u00ed nastaven\u00e9 odhadem, ani\u017e by bylo jasn\u00e9, jak\u00e1 hodnota je re\u00e1ln\u00e1 nula. Prvn\u00ed krok je proto v\u017edy stejn\u00fd: spo\u010d\u00edtat p\u0159\u00edsp\u011bvkovou mar\u017ei aspo\u0148 po kategori\u00edch, odvodit z n\u00ed break-even ROAS a a\u017e potom ladit c\u00edle. U klient\u016f s \u0161irok\u00fdm sortimentem se b\u011b\u017en\u011b uk\u00e1\u017ee, \u017ee kategorie se stejn\u00fdm c\u00edlov\u00fdm ROAS maj\u00ed re\u00e1lnou nulu jinde a \u010d\u00e1st rozpo\u010dtu te\u010de do ztr\u00e1ty.<\/p>\n

    \u010cast\u00e9 chyby<\/h2>\n