{"id":2750,"date":"2026-08-20T12:42:03","date_gmt":"2026-08-20T10:42:03","guid":{"rendered":"https:\/\/mairateam.com\/?post_type=glossary&p=2750"},"modified":"2026-08-20T15:49:31","modified_gmt":"2026-08-20T13:49:31","slug":"blended-roas","status":"publish","type":"glossary","link":"https:\/\/mairateam.com\/cs\/slovnik\/blended-roas\/","title":{"rendered":"Blended ROAS"},"content":{"rendered":"

Blended ROAS<\/strong> je n\u00e1vratnost v\u00fddaj\u016f na reklamu po\u010d\u00edtan\u00e1 z celkov\u00fdch tr\u017eeb a celkov\u00fdch reklamn\u00edch n\u00e1klad\u016f nap\u0159\u00ed\u010d v\u0161emi kan\u00e1ly najednou. \u017d\u00e1dn\u00e9 p\u0159ipisov\u00e1n\u00ed konverz\u00ed, \u017e\u00e1dn\u00e9 platformn\u00ed reporty: tr\u017eby z \u00fa\u010detnictv\u00ed, v\u00fddaje z faktur. Ukazuje realitu firmy m\u00edsto sou\u010dtu optimistick\u00fdch \u010d\u00edsel jednotliv\u00fdch platforem, kter\u00fd b\u00fdv\u00e1 vy\u0161\u0161\u00ed ne\u017e skute\u010dn\u00e9 tr\u017eby.<\/p>\n

V kostce<\/h2>\n\n\n\n\n\n\n
Vzorec<\/strong><\/td>\nBlended ROAS = celkov\u00e9 tr\u017eby \/ celkov\u00e9 v\u00fddaje na reklamu<\/td>\n<\/tr>\n
\u010c\u00edm se li\u0161\u00ed od MER<\/strong><\/td>\nPrakticky ni\u010d\u00edm. MER obvykle po\u010d\u00edt\u00e1 v\u0161echny marketingov\u00e9 n\u00e1klady, blended ROAS jen reklamn\u00ed<\/td>\n<\/tr>\n
Pro\u010d existuje<\/strong><\/td>\nPlatformy si p\u0159ipisuj\u00ed tyt\u00e9\u017e konverze navz\u00e1jem. Sou\u010det jejich ROAS je fikce<\/td>\n<\/tr>\n
Jak se pou\u017e\u00edv\u00e1<\/strong><\/td>\nJako trend v \u010dase a kontrola platformn\u00edch \u010d\u00edsel, ne jako kampa\u0148ov\u00e1 metrika<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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

Vstupy a postup<\/h3>\n

V\u00fdpo\u010det m\u00e1 \u010dty\u0159i kroky a v\u0161echny stoj\u00ed na datech mimo reklamn\u00ed platformy.<\/p>\n

    \n
  1. Obdob\u00ed.<\/strong> Kalend\u00e1\u0159n\u00ed m\u011bs\u00edc. Tr\u017eby i v\u00fddaje se berou za stejn\u00fd kalend\u00e1\u0159n\u00ed m\u011bs\u00edc, jinak \u010d\u00edslo kol\u00eds\u00e1.<\/li>\n
  2. Tr\u017eby.<\/strong> V\u0161echny objedn\u00e1vky za m\u011bs\u00edc z objedn\u00e1vkov\u00e9ho syst\u00e9mu nebo \u00fa\u010detnictv\u00ed, bez DPH, po ode\u010dten\u00ed storen a vratek. Nefiltruj\u00ed se podle zdroje: pat\u0159\u00ed sem organika, p\u0159\u00edm\u00e1 n\u00e1v\u0161t\u011bvnost i e-mail.<\/li>\n
  3. V\u00fddaje.<\/strong> \u00datrata ze v\u0161ech reklamn\u00edch platforem, bez DPH, v\u010detn\u011b brandov\u00fdch a awareness kampan\u00ed. Agenturn\u00ed fee, n\u00e1stroje a produkce sem nepat\u0159\u00ed, s nimi vznik\u00e1 MER.<\/li>\n
  4. Pod\u00edl.<\/strong> Tr\u017eby d\u011bleno v\u00fddaje. V\u00fdsledek je jedno \u010d\u00edslo za celou firmu. Oboj\u00ed bez DPH: tr\u017eby s DPH proti v\u00fddaj\u016fm bez DPH nadhodnot\u00ed v\u00fdsledek zhruba o p\u011btinu.<\/li>\n<\/ol>\n

    Modelov\u00fd p\u0159\u00edklad<\/h3>\n

    Modelov\u00fd p\u0159\u00edklad: e-shop m\u00e1 za m\u011bs\u00edc tr\u017eby 2 400 000 K\u010d bez DPH po ode\u010dten\u00ed storen. Reklamn\u00ed v\u00fddaje: Google Ads 300 000 K\u010d, Meta 240 000 K\u010d, TikTok 60 000 K\u010d, celkem 600 000 K\u010d.<\/p>\n\n\n\n\n\n\n\n
    Tr\u017eby celkem<\/td>\n2 400 000 K\u010d<\/td>\n<\/tr>\n
    V\u00fddaje na reklamu celkem<\/td>\n600 000 K\u010d<\/td>\n<\/tr>\n
    Blended ROAS<\/td>\n2 400 000 \/ 600 000 = 4,0<\/td>\n<\/tr>\n
    Tr\u017eby p\u0159ipsan\u00e9 platformami<\/td>\n1 380 000 + 1 080 000 + 150 000 = 2 610 000 K\u010d<\/td>\n<\/tr>\n
    Sou\u010dtov\u00fd platformn\u00ed ROAS<\/td>\n2 610 000 \/ 600 000 = 4,35<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

    Platformy si za stejn\u00fd m\u011bs\u00edc p\u0159ipsaly 2 610 000 K\u010d, tedy v\u00edc ne\u017e cel\u00fd obrat e-shopu v\u010detn\u011b organiky a e-mailu. Rozd\u00edl mezi 4,35 a 4,0 je souhrn dvoj\u00edho zapo\u010dten\u00ed a modelovan\u00fdch konverz\u00ed; blended \u010d\u00edslo naopak obsahuje i tr\u017eby, kter\u00e9 si \u017e\u00e1dn\u00e1 platforma nen\u00e1rokuje. Ob\u011b \u010d\u00edsla proto m\u011b\u0159\u00ed n\u011bco jin\u00e9ho a rozd\u00edl mezi nimi je diagnostika, ne chyba.<\/p>\n

    Jak v\u00fdsledek \u010d\u00edst<\/h3>\n

    Samotn\u00e1 hodnota 4,0 nic ne\u0159\u00edk\u00e1, dokud se nepostav\u00ed proti bodu zvratu. Ten se odvod\u00ed z mar\u017ee: p\u0159i p\u0159\u00edsp\u011bvkov\u00e9 mar\u017ei 30 % je bod zvratu 1 \/ 0,30 = 3,33. Blended ROAS 4,0 tedy znamen\u00e1, \u017ee reklama jako celek vyd\u011bl\u00e1v\u00e1; p\u0159i hodnot\u011b 3,0 by na sebe nevyd\u011blala. Druh\u00e9 pou\u017eit\u00ed je trend: kdy\u017e v\u00fddaje mezim\u011bs\u00ed\u010dn\u011b rostou a blended ROAS kles\u00e1, ka\u017ed\u00e1 dal\u0161\u00ed koruna p\u0159in\u00e1\u0161\u00ed m\u00e9n\u011b ne\u017e ta p\u0159edchoz\u00ed. Co \u010d\u00edslo neum\u00ed: \u0159\u00edct, kolik tr\u017eeb by p\u0159i\u0161lo i bez reklamy. Na to jsou testy inkrementality. A definice se dr\u017e\u00ed m\u011bs\u00edc co m\u011bs\u00edc stejn\u00e1: zm\u011bna metodiky uprost\u0159ed roku zni\u010d\u00ed trend, kter\u00fd je hlavn\u00edm d\u016fvodem, pro\u010d se blended ROAS v\u016fbec sleduje.<\/p>\n

    Pro\u010d platformn\u00ed ROAS p\u0159eh\u00e1n\u00ed a blended ne<\/h2>\n

    Modelov\u00fd p\u0159\u00edklad: Meta vyk\u00e1\u017ee konverze za 800 000 K\u010d, Google za 900 000 K\u010d, ale celkov\u00e9 tr\u017eby e-shopu za stejn\u00e9 obdob\u00ed jsou 1,2 milionu, proto\u017ee \u010d\u00e1st n\u00e1kup\u016f si p\u0159ipsaly ob\u011b platformy z\u00e1rove\u0148. P\u0159i v\u00fddaj\u00edch 400 000 K\u010d hl\u00e1s\u00ed platformy dohromady ROAS 4,25, ale blended ROAS je 3,0. Rozd\u00edl nen\u00ed chyba m\u011b\u0159en\u00ed, je to dvoj\u00ed zapo\u010dten\u00ed. \u010c\u00edm v\u00edc kan\u00e1l\u016f b\u011b\u017e\u00ed, t\u00edm v\u011bt\u0161\u00ed rozd\u00edl b\u00fdv\u00e1, a t\u00edm d\u016fle\u017eit\u011bj\u0161\u00ed je m\u00edt vedle platformn\u00edch \u010d\u00edsel jedno, kter\u00e9 sed\u00ed s bankou.<\/p>\n

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

    U v\u00edcekan\u00e1lov\u00fdch klient\u016f, dohromady p\u0159es 1,3 mld. K\u010d spravovan\u00e9ho spendu, v\u017edy dr\u017e\u00edme dvouvrstv\u00fd reporting: platformn\u00ed metriky na denn\u00ed \u0159\u00edzen\u00ed a blended pohled na m\u011bs\u00ed\u010dn\u00ed vyhodnocen\u00ed. Data z Meta pixelu z\u00e1sadn\u011b neporovn\u00e1v\u00e1me jedna ku jedn\u00e9 s GA4 ani nes\u010d\u00edt\u00e1me CPA nap\u0159\u00ed\u010d kan\u00e1ly, proto\u017ee ka\u017ed\u00fd syst\u00e9m m\u011b\u0159\u00ed jinak a sou\u010det vych\u00e1z\u00ed v\u017edy hez\u010d\u00ed ne\u017e realita. Blended ROAS je kontroln\u00ed \u010d\u00edslo, se kter\u00fdm mus\u00ed cel\u00fd reporting sed\u011bt.<\/p>\n

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