El retorno de la inversión o ROI es una de las métricas más útiles que deberíamos conocer sobre nuestro negocio. Es fundamental dado que nos brinda información sobre si estamos ganando dinero o no a través de la inversión que estemos haciendo. He aquí un par de consejos simples y prácticos para poder calcularlo y tomar decisiones según el resultado.
Diferentes tipos de operaciones
El ROI principalmente calcula la efectividad de una inversión. En esta operación, tus números pueden ser reales o estimados (en el caso de querer calcular una estrategia nueva o alguna reforma en el sitio para mejorar diferentes performances).
La más simple de las fórmulas para poder obtener este dato es resolviendo la siguiente operación matemática:
(Ganancia total de una inversión) [menos] (Costo de la Inversión) [dividido] (Costo de la inversión)
Si el número es positivo has obtenido ganancias. Si es negativo, no lo hiciste.
Un ejemplo numérico
Si te ha resultado difícil entenderlo aquí trazamos un ejemplo claro: imagina que obtuviste 600 pesos de ganancia y que tu inversión fue de 100 pesos.
600 – 100 / 100 = 5
ROI= 5
En este caso, por cada peso que invertiste, obtuviste 5 de vuelta.
Algunos usos alternativos del cálculo
Aparte de saber si tu negocio está dando ganancias o perdidas, el cálculo puede ser utilizarlo para estimar que tipo de campañas debes elegir por su rendimiento: por ejemplo, si una correspondiente a Facebook Ads estimativamente da un ROI de 5 y una realizada en Google AdWords arroja un resultado de 7, pues entonces es en la segunda en donde debes concentrar más tus inversiones.
Sin embargo, a veces no es tan fácil tomar las decisiones a partir de este número. Veamos este otro ejemplo.
Supongamos que invertimos 400 pesos en campaña de AdWords y 5000 pesos para crear artículos en nuestro blog para atraer usuarios. Imaginemos algunos números de la siguiente manera:
Trabajo producción de contenido para posicionamiento orgánico:
Número de clientes adquiridos: 24
Venta promedio: 150 Pesos
Ganancia total: 3600 Pesos
Inversión: 4000 Pesos
ROI= -10%
[Debido a que (3600 – 4000) / (4000)]
Campaña de AdWords:
Número de clientes adquiridos: 3
Venta promedio: 150 Pesos
Ganancia total: 450 Pesos
Inversión: 400 Pesos
ROI= 13%
[Debido a que (450 – 400) / (400)]
El resultado es negativo en la primera operación, estás perdiendo dinero con ella. Un pensamiento común sería: “dejo de invertir en producir contenido y dirijo todo mi esfuerzo en la campañas”, pero, no es tan fácil. En este caso en particular, un cliente adquirido por medio de Google AdWords casi nunca se convierte en alguien que repite su compra en el lugar. De ninguna manera es conveniente invertir dinero en gente que va a comprar solamente una vez en nuestro negocio. Por esto, no solo tienes que tener en cuenta la cantidad, sino que la calidad de cada número es un factor decisivo para tu negocio. Se recomienda cada vez que hagas un cálculo de ROI, combinarlo con datos específicos de Google Analytics, desde donde podrás tener una idea más aproximada de quiénes son las personas a las que estás atrayendo y qué tipo de estrategias te conviene continuar.
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