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¿Cómo se calcula?
El ROAS es lo que vendes por cada peso invertido en anuncios. El ROAS de equilibrio = 1 ÷ (margen bruto − otros costos variables): bajo ese valor, la publicidad te hace perder. El ACOS máximo es el inverso: el porcentaje máximo de la venta que puedes gastar en publicidad.
Datos que necesitas
- Margen bruto
- Otros costos variables por venta — Comisión de pasarela, envío asumido, empaque… como % de la venta.
- ROAS actual de tus campañas — Ventas atribuidas ÷ gasto en anuncios. Déjalo en 0 si no lo sabes.
Ejemplo resuelto
Con estos datos de referencia:
| Margen bruto | 45 % |
| Otros costos variables por venta | 10 % |
| ROAS actual de tus campañas | 4 x |
el resultado es:
| ROAS de equilibrio | 2,86 x |
| ACOS máximo (gasto en anuncios / ventas) | 35 % |
| ACOS actual | 25 % |
- Por cada $1.000 en anuncios necesitas vender al menos $2.857.
Preguntas frecuentes
¿Qué datos necesito?
Necesitas: Margen bruto; Otros costos variables por venta; ROAS actual de tus campañas. Si no tienes alguno a mano, la calculadora trae valores típicos de una pyme chilena para que veas un ejemplo.
¿Sirve fuera de Chile?
Sí. Este cálculo no depende de leyes chilenas: ingresa los montos en la moneda de tu país y los resultados se leen igual.
¿Es gratis?
Sí, es gratuita y no necesitas registrarte. Los datos que ingresas se quedan en tu navegador; no se envían a ningún servidor.
¿Puedo tenerla en mi sitio web con mi marca?
Sí. Puedes insertarla en tu web con tus colores o pedirnos una versión adaptada a tu negocio en CalculaPyme a medida.