{"id":2797,"date":"2026-08-20T12:43:06","date_gmt":"2026-08-20T10:43:06","guid":{"rendered":"https:\/\/mairateam.com\/?post_type=glossary&#038;p=2797"},"modified":"2026-08-20T15:50:14","modified_gmt":"2026-08-20T13:50:14","slug":"break-even-roas","status":"publish","type":"glossary","link":"https:\/\/mairateam.com\/cs\/slovnik\/break-even-roas\/","title":{"rendered":"Break-even ROAS"},"content":{"rendered":"<p><strong>Break-even ROAS<\/strong> je hodnota n\u00e1vratnosti, p\u0159i kter\u00e9 kampa\u0148 p\u0159esn\u011b pokryje sv\u00e9 n\u00e1klady: ani zisk, ani ztr\u00e1ta. Odvozuje se z p\u0159\u00edsp\u011bvkov\u00e9 mar\u017ee jednoduch\u00fdm vzorcem: 1 d\u011bleno mar\u017e\u00ed. Je to nula, od kter\u00e9 se m\u011b\u0159\u00ed v\u0161echno ostatn\u00ed: c\u00edlov\u00fd ROAS nastaven\u00fd bez znalosti break-even hodnoty je jen tipovan\u00e9 \u010d\u00edslo.<\/p>\n<h2>V kostce<\/h2>\n<table>\n<tbody>\n<tr>\n<td><strong>Vzorec<\/strong><\/td>\n<td>Break-even ROAS = 1 \/ p\u0159\u00edsp\u011bvkov\u00e1 mar\u017ee (v desetinn\u00e9m tvaru)<\/td>\n<\/tr>\n<tr>\n<td><strong>P\u0159\u00edklady<\/strong><\/td>\n<td>Mar\u017ee 50 % \u2192 2,0. Mar\u017ee 30 % \u2192 3,33. Mar\u017ee 15 % \u2192 6,67<\/td>\n<\/tr>\n<tr>\n<td><strong>Co znamen\u00e1 ROAS pod n\u00edm<\/strong><\/td>\n<td>Ka\u017ed\u00e1 objedn\u00e1vka z kampan\u011b prod\u011bl\u00e1v\u00e1, i kdy\u017e report vypad\u00e1 zdrav\u011b<\/td>\n<\/tr>\n<tr>\n<td><strong>Na co pozor<\/strong><\/td>\n<td>Ka\u017ed\u00e1 kategorie m\u00e1 vlastn\u00ed break-even. Jeden spole\u010dn\u00fd za \u00fa\u010det neexistuje<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2>Jak se po\u010d\u00edt\u00e1<\/h2>\n<h3>Vzorec a vstupy<\/h3>\n<p>V\u00fdpo\u010det m\u00e1 dva kroky. Nejd\u0159\u00edv se ur\u010d\u00ed p\u0159\u00edsp\u011bvkov\u00e1 mar\u017ee: z tr\u017eby za objedn\u00e1vku se ode\u010dtou v\u0161echny variabiln\u00ed n\u00e1klady a v\u00fdsledek se vyd\u011bl\u00ed tr\u017ebou. Teprve z n\u00ed se odvod\u00ed hranice: break-even ROAS = 1 \/ p\u0159\u00edsp\u011bvkov\u00e1 mar\u017ee. Odvozen\u00ed je p\u0159\u00edm\u00e9: zisk z 1 K\u010d investovan\u00e9 do reklamy = ROAS \u00d7 mar\u017ee minus 1. Nula nast\u00e1v\u00e1 tam, kde ROAS \u00d7 mar\u017ee = 1, tedy p\u0159i ROAS = 1 \/ mar\u017ee.<\/p>\n<p>Variabiln\u00ed n\u00e1klady jsou v\u0161echno, co roste s ka\u017edou objedn\u00e1vkou:<\/p>\n<ul>\n<li>n\u00e1kupn\u00ed cena zbo\u017e\u00ed nebo v\u00fdrobn\u00ed n\u00e1klady,<\/li>\n<li>doprava, baln\u00e9 a obalov\u00fd materi\u00e1l,<\/li>\n<li>poplatky za platbu a p\u0159\u00edpadn\u00e9 provize marketplace,<\/li>\n<li>pr\u016fm\u011brn\u00e9 n\u00e1klady na vratky p\u0159epo\u010dten\u00e9 na objedn\u00e1vku.<\/li>\n<\/ul>\n<p>Fixn\u00ed n\u00e1klady (mzdy, n\u00e1jem, licence) do mar\u017ee nepat\u0159\u00ed, \u0159e\u0161\u00ed se a\u017e u c\u00edlov\u00e9ho ROAS.<\/p>\n<h3>Modelov\u00fd p\u0159\u00edklad<\/h3>\n<p>Modelov\u00fd p\u0159\u00edklad: e-shop m\u00e1 pr\u016fm\u011brnou objedn\u00e1vku 2 000 K\u010d bez DPH. N\u00e1kupn\u00ed cena zbo\u017e\u00ed je 1 200 K\u010d, doprava a baln\u00e9 160 K\u010d, poplatky za platbu 40 K\u010d. Variabiln\u00ed n\u00e1klady jsou celkem 1 400 K\u010d, p\u0159\u00edsp\u011bvek 600 K\u010d a p\u0159\u00edsp\u011bvkov\u00e1 mar\u017ee 600 \/ 2 000 = 30 %. Break-even ROAS = 1 \/ 0,30 = 3,33. Tot\u00e9\u017e jako maxim\u00e1ln\u00ed cena za objedn\u00e1vku: break-even CPA = 2 000 \u00d7 0,30 = 600 K\u010d.<\/p>\n<p>Kontrola na kampani: p\u0159i rozpo\u010dtu 100 000 K\u010d a ROAS 4 kampa\u0148 p\u0159inese tr\u017eby 400 000 K\u010d, p\u0159\u00edsp\u011bvek 400 000 \u00d7 0,30 = 120 000 K\u010d a po ode\u010dten\u00ed rozpo\u010dtu zisk 20 000 K\u010d. Na 1 K\u010d reklamy to je 4 \u00d7 0,30 minus 1 = 0,20 K\u010d.<\/p>\n<h3>Jak mar\u017ee m\u011bn\u00ed hranici a jak odvodit c\u00edl<\/h3>\n<p>Vztah nen\u00ed line\u00e1rn\u00ed: ka\u017ed\u00fd bod mar\u017ee dole posouv\u00e1 hranici v\u00edc ne\u017e naho\u0159e.<\/p>\n<table>\n<tbody>\n<tr>\n<td><strong>P\u0159\u00edsp\u011bvkov\u00e1 mar\u017ee<\/strong><\/td>\n<td><strong>Break-even ROAS<\/strong><\/td>\n<\/tr>\n<tr>\n<td>10 %<\/td>\n<td>10,00<\/td>\n<\/tr>\n<tr>\n<td>20 %<\/td>\n<td>5,00<\/td>\n<\/tr>\n<tr>\n<td>25 %<\/td>\n<td>4,00<\/td>\n<\/tr>\n<tr>\n<td>40 %<\/td>\n<td>2,50<\/td>\n<\/tr>\n<tr>\n<td>60 %<\/td>\n<td>1,67<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>C\u00edlov\u00fd ROAS se odvod\u00ed stejn\u00fdm vzorcem, jen se z mar\u017ee nejd\u0159\u00edv ode\u010dte pod\u00edl tr\u017eeb, kter\u00fd m\u00e1 z\u016fstat na fixn\u00ed n\u00e1klady a zisk: c\u00edlov\u00fd ROAS = 1 \/ (mar\u017ee minus po\u017eadovan\u00fd zisk z tr\u017eeb). P\u0159i mar\u017ei 30 % a po\u017eadavku 10 % z tr\u017eeb: 1 \/ (0,30 minus 0,10) = 5,0. Kontrola: rozpo\u010det 100 000 K\u010d p\u0159i ROAS 5 p\u0159inese tr\u017eby 500 000 K\u010d, p\u0159\u00edsp\u011bvek 150 000 K\u010d a po ode\u010dten\u00ed rozpo\u010dtu 50 000 K\u010d, tedy p\u0159esn\u011b 10 % z tr\u017eeb.<\/p>\n<p>S \u010d\u00edm to nepl\u00e9st: ROAS v reportu a mar\u017ee mus\u00ed st\u00e1t na stejn\u00e9m z\u00e1kladu. Pokud reklamn\u00ed syst\u00e9m po\u010d\u00edt\u00e1 tr\u017eby s DPH a mar\u017ee je bez DPH, odpov\u00edd\u00e1 p\u0159i 21 % DPH ROAS 4 s dan\u00ed hodnot\u011b 4 \/ 1,21 = 3,31 bez dan\u011b, tedy pod hranic\u00ed 3,33. Break-even ROAS tak\u00e9 nen\u00ed historick\u00fd pr\u016fm\u011br \u00fa\u010dtu, ale konstanta odvozen\u00e1 z mar\u017ee konkr\u00e9tn\u00ed kategorie.<\/p>\n<h2>Jak s n\u00edm pracovat<\/h2>\n<p>Modelov\u00fd p\u0159\u00edklad: e-shop s p\u0159\u00edsp\u011bvkovou mar\u017e\u00ed 30 procent m\u00e1 break-even ROAS 3,33. Kampa\u0148 s ROAS 4 tedy re\u00e1ln\u011b vyd\u011bl\u00e1v\u00e1 jen 20 hal\u00e9\u0159\u016f mar\u017ee nav\u00edc z ka\u017ed\u00e9 investovan\u00e9 koruny, zat\u00edmco kampa\u0148 s ROAS 3 u\u017e prod\u011bl\u00e1v\u00e1, p\u0159esto\u017ee \u010d\u00edslo 3 vypad\u00e1 v reportu solidn\u011b. A je\u0161t\u011b d\u016fle\u017eit\u011bj\u0161\u00ed je rozpad podle kategori\u00ed: kategorie s mar\u017e\u00ed 15 procent pot\u0159ebuje ROAS 6,67, kategorie s mar\u017e\u00ed 50 procent jen 2,0. Spole\u010dn\u00fd c\u00edl 4 pro ob\u011b znamen\u00e1 dotovat prvn\u00ed z v\u00fdd\u011blku druh\u00e9.<\/p>\n<h2>Z na\u0161\u00ed praxe<\/h2>\n<p>V\u00fdpo\u010det break-even hodnot po kategori\u00edch je standardn\u00ed sou\u010d\u00e1st na\u0161ich audit\u016f a p\u0159eb\u00edr\u00e1n\u00ed \u00fa\u010dt\u016f: bez n\u011bj se ned\u00e1 \u0159\u00edct, jestli je historick\u00fd c\u00edlov\u00fd ROAS ambici\u00f3zn\u00ed, nebo ztr\u00e1tov\u00fd. B\u011b\u017en\u00fd n\u00e1lez: \u00fa\u010det s jedn\u00edm c\u00edlov\u00fdm ROAS pro cel\u00fd sortiment, kde \u010d\u00e1st kategori\u00ed b\u011b\u017e\u00ed hluboko pod svou re\u00e1lnou nulou. N\u00e1prava nen\u00ed slo\u017eit\u00e1: rozd\u011blit kampan\u011b podle mar\u017eov\u00fdch p\u00e1sem a ka\u017ed\u00e9mu p\u00e1smu d\u00e1t vlastn\u00ed c\u00edl, p\u0159\u00edpadn\u011b rovnou p\u0159ej\u00edt na POAS.<\/p>\n<h2>\u010cast\u00e9 chyby<\/h2>\n<ul>\n<li><strong>Po\u010d\u00edtat break-even z hrub\u00e9 mar\u017ee bez dopravy a poplatk\u016f.<\/strong> Nula pak vych\u00e1z\u00ed n\u00ed\u017e, ne\u017e je, a kampan\u011b ti\u0161e prod\u011bl\u00e1vaj\u00ed.<\/li>\n<li><strong>Zapomenout na vratky.<\/strong> V kategori\u00edch s vysokou vratkovost\u00ed je skute\u010dn\u00e1 mar\u017ee v\u00fdrazn\u011b ni\u017e\u0161\u00ed a break-even vy\u0161\u0161\u00ed.<\/li>\n<li><strong>C\u00edlit p\u0159esn\u011b na break-even.<\/strong> Nula nen\u00ed c\u00edl, je to podlaha. C\u00edl mus\u00ed po\u010d\u00edtat s fixn\u00edmi n\u00e1klady a po\u017eadovan\u00fdm ziskem.<\/li>\n<\/ul>\n<h2>\u010cast\u00e9 ot\u00e1zky<\/h2>\n<h3>M\u00e1m c\u00edlov\u00fd ROAS nastavit na break-even?<\/h3>\n<p>Ne. Break-even je podlaha. C\u00edlov\u00fd ROAS m\u00e1 le\u017eet nad n\u00edm o pod\u00edl fixn\u00edch n\u00e1klad\u016f a po\u017eadovan\u00e9ho zisku, p\u0159\u00edpadn\u011b n\u00ed\u017e, pokud v\u011bdom\u011b kupujete r\u016fst.<\/p>\n<h3>Co kdy\u017e nezn\u00e1m p\u0159esnou mar\u017ei?<\/h3>\n<p>Sta\u010d\u00ed odhad po kategori\u00edch. I hrub\u00fd break-even je lep\u0161\u00ed ne\u017e c\u00edl opsan\u00fd z historie \u00fa\u010dtu.<\/p>\n<h3>Plat\u00ed to i pro lead generation?<\/h3>\n<p>Princip ano, jen m\u00edsto ROAS se po\u010d\u00edt\u00e1 maxim\u00e1ln\u00ed cena leadu z hodnoty obchodu a konverzn\u00edho pom\u011bru lead\u016f.<\/p>\n<h2>Kde v\u00e1m pom\u016f\u017eeme<\/h2>\n<p>Break-even anal\u00fdzu po kategori\u00edch d\u011bl\u00e1me v r\u00e1mci slu\u017eby <a href=\"https:\/\/mairateam.com\/cs\/vykonnostni-marketing\/\">V\u00fdkonnostn\u00ed marketing<\/a>.<\/p>\n<p><a href=\"https:\/\/mairateam.com\/cs\/slovnik\/\">Zp\u011bt na slovn\u00edk pojm\u016f<\/a><\/p>\n","protected":false},"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"glossary_category":[44],"class_list":["post-2797","glossary","type-glossary","status-publish","hentry"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"1 d\u011bleno mar\u017e\u00ed: hodnota, pod kterou kampa\u0148 prod\u011bl\u00e1v\u00e1. 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