{"id":4707,"date":"2022-05-31T08:05:54","date_gmt":"2022-05-31T06:05:54","guid":{"rendered":"https:\/\/savvyrevenue.com\/blended-roas\/"},"modified":"2024-05-01T18:53:48","modified_gmt":"2024-05-01T16:53:48","slug":"blended-roas","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/blended-roas\/","title":{"rendered":"Blended ROAS: Den vigtigste metric til at skalere eCommerce-forretninger"},"content":{"rendered":"<p><strong>Opsummering<\/strong><\/p>\n<ul>\n<li>Tracking bliver sv\u00e6rere og sv\u00e6rere, s\u00e5 vi er n\u00f8dt til at se p\u00e5 alternativer til den traditionelle m\u00e5de, vi ser p\u00e5 vores marketingkanaler.<\/li>\n<li>Hvis du bliver <strong>for afh\u00e6ngig<\/strong>\u00a0af kanalsporing (FB Pixel, Google Conversion Tracking osv.) kan det resultere i, at du ikke tilskriver alt til den rette kanal.<\/li>\n<li>I takt med at din forretning vokser skal du stole mindre p\u00e5 kanalsporing og mere p\u00e5 blended ROAS<\/li>\n<li>Blended ROAS giver dig et makrooverblik over dine samlede annonceringsomkostninger i forhold til oms\u00e6tning<\/li>\n<li>Kanalsporing bliver en indikator for performance snarere end den endelige sandhed<\/li>\n<li>Begynder du at tage h\u00f8jde for oms\u00e6tningskilder, der ikke kan spores, f\u00e5r du en konkurrencem\u00e6ssig fordel<\/li>\n<\/ul>\n<h3 id=\"h.3znysh7\">Intro<\/h3>\n<p>Hvordan kan man arbejde med <a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/hvorfor-attribuering-er-en-fejlagtig-videnskab-i-ehandel\/\">attribuering<\/a> i en tidsalder, hvor vi har Cookie Consent, IOS4 og et v\u00e6ld af andre sporingsproblemer?<\/p>\n<p>De forsl\u00e5ede l\u00f8sninger g\u00e5r p\u00e5 serversidesporing, f\u00f8rstepartsdata,CDP&#8217;er og s\u00e5 videre. Men hvad skal den normale eCommerce-forretning g\u00f8re i den n\u00e6rmeste fremtid uden at invistere i et &#8220;big data&#8221; setup?<\/p>\n<p>Udfordringen i dag med sporing er, at det er up\u00e5lidelig. Men det har det teknisk set altid v\u00e6ret.<\/p>\n<p>Facebook-annoncer plejede at f\u00e5 for meget kredit (til visse scenarier). Nu f\u00e5r de for lidt.<\/p>\n<p>Google Ads overvurderer v\u00e6rdien ved at g\u00f8re krav p\u00e5 brandede s\u00f8gninger og undervurderer v\u00e6rdien af s\u00f8geord i top funnel.<\/p>\n<p>Google Analytics er et sandt last-click lottery.<\/p>\n<p>Men det hele er vel relativt, right? Hvis ROAS sidste \u00e5r var 500%, og du har en ROAS p\u00e5 500% i \u00e5r, mens oms\u00e6tningen stiger, s\u00e5 har du vel forbedret dig?<\/p>\n<p>Desv\u00e6rre ikke. Og det er netop udfordringen. Sporing er blevet up\u00e5lidelig.<\/p>\n<p>Nogle af vores mest stabile cases gennem \u00e5rene har oplevet en uoverensstemmelse mellem kanalsporing og deres forretningstal.\u00a0Som i at Google Ads viser et fald i oms\u00e6tningen, men virksomhedens oms\u00e6tning stiger.<\/p>\n<p>Det er et problem, hvis du begynder at reducere dit marketing spend baseret p\u00e5 kanaldataene uden at tage h\u00f8jde for den faktiske oms\u00e6tning. S\u00e5 vil du g\u00f8re mere skade end gavn.<\/p>\n<p>Den l\u00f8sning vi har brugt mere i det sidste +1 \u00e5r, er den klassiske metric: Oms\u00e6tning til marketingspend. I denne artikel kalder vi det for blended ROAS, men det bliver kaldt mange ting:<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-3.png\" alt=\"Forskellige synonymer for blended ROAS\" width=\"1024\" height=\"680\" \/><\/p>\n<ul>\n<li>Holistic ROAS<\/li>\n<li>TACOS (Total Advertising Cost of Sale) for Amazon<\/li>\n<li>Revenue to Marketing efficiency<\/li>\n<\/ul>\n<p>Men f\u00f8r jeg dykker ned i det, vil jeg g\u00f8re en ting klart. Selvom jeg snakker meget om blended ROAS uden at henvise til oms\u00e6tning, <strong>kan ROAS aldrig v\u00e6re en business metric, der st\u00e5r alene. <\/strong>N\u00e5r jeg henviser til blended ROAS, er det med den antagelse, at det er relateret til et oms\u00e6tningsm\u00e5l.<\/p>\n<h2 id=\"h.2et92p0\">Direkte sporing fungerer til det rigtige scenarie<\/h2>\n<p>N\u00e5r jeg tidligere har skrevet om dette emne, tror jeg, mange annonc\u00f8rer (og &#8220;datadrevne bureaufolk&#8221;), er blevet fastl\u00e5st p\u00e5 at jeg har sagt, at du ikke kan stole p\u00e5 data fra Google Analytics.<\/p>\n<p>Grunden til at jeg mener, Google Analytics er en forf\u00e6rdelig platform at arbejde i (i skrivende stund i 2022), er grundet den m\u00e5de deres sidste ikke-direkte tracking fungerer.<\/p>\n<p>GA er meget begr\u00e6nset for enhver cross-channel tracking og derved annoncering.<\/p>\n<p>Men det betyder ikke, at Google Analytics altid tager fejl, hvilket leder mig til:<\/p>\n<h2 id=\"h.tyjcwt\">Behov for attribuering ved Startup vs. Scaleup<\/h2>\n<p>I Savvy har vi arbejdet med virksomheder fra de var startups gennem scaleup-fasen og til at v\u00e6re modne virksomheder.<\/p>\n<p><strong>Som startup er midlerne begr\u00e6nsede.<\/strong>\u00a0Du har brug for, at enhver krone du investerer bruges ordentligt og giver et afkast. Du kan ikke bare smide en halv million i en marketingkampagne, der ikke fungerer. Du kan ikke bruge 750.000 kroner over et halvt \u00e5r p\u00e5 top funnel-s\u00f8geord med en antagelse om, at det nok skal betale sig hjem igen p\u00e5 et tidspunkt.<\/p>\n<p>Som scaleup <strong>burde du til geng\u00e6ld g\u00f8re disse ting.<\/strong><\/p>\n<p>Og som moden virksomhed <strong>er du n\u00f8dt til<\/strong>\u00a0at investere p\u00e5 tv\u00e6rs af &#8220;tragten&#8221;.<\/p>\n<p>Det er grunden til, at direkte kanalsporing er perfekt lige i starten af jeres e-commerce rejse. Du bruger kun penge p\u00e5 annoncer, der er bevist rentable.<\/p>\n<p>Men i takt med at du skalerer, vil denne tilgang v\u00e6re en begr\u00e6nsning.<\/p>\n<h3 id=\"h.3dy6vkm\">Overdreven afh\u00e6ngighed af direkte sporing<\/h3>\n<p>I \u00e5revis troede vi, at vi kunne spore den n\u00f8jagtige ROAS fra vores online marketinginitiativer.<\/p>\n<p>Jeg kan godt lide Rand Fishkins tanker om emnet:<\/p>\n<blockquote>\n<p dir=\"ltr\" lang=\"en\">Who&#8217;s to blame for overreliance on *attributable* marketing &gt; hard-to-prove, but high impact ones?<\/p>\n<p>IMO, it&#8217;s not marketers.<\/p>\n<p>It&#8217;s execs, owners, boards, investors, stakeholders. They&#8217;ve had 15yrs of &#8220;provable attribution&#8221; in digital marketing, &amp; now demand it. <a href=\"https:\/\/t.co\/KhlppA6rZV\">pic.twitter.com\/KhlppA6rZV<\/a><\/p>\n<p>\u2014 Rand Fishkin (@randfish) <a href=\"https:\/\/twitter.com\/randfish\/status\/1524470767005552640?ref_src=twsrc%5Etfw\">May 11, 2022<\/a><\/p><\/blockquote>\n<p>Jeg er dog uenig i hans pointe om, at det udelukkende er p\u00e5 grund af direkt\u00f8rer eller investorer. Det er op til marketingfolk at kommer med alternativer, ellers vil direkt\u00f8rerne fors\u00e6tte med at presse p\u00e5 for at f\u00e5 metrics, de kan m\u00e5le.<\/p>\n<p>Som jeg kommer omkring senere, er det marketingteamets ansvar at grave dybere ned i de kanalspecifikke aktiviteter, der kan v\u00e6re sv\u00e6rere at kvantificere. Men de skal stadig kunne rapportere de &#8220;kolde tal&#8221; videre op i f\u00f8dek\u00e6den.<\/p>\n<h2 id=\"h.1t3h5sf\">Alternativet: Blended ROAS<\/h2>\n<p>Definition: Du l\u00e6gger al din oms\u00e6tning sammen og dividerer det med dine samlede marketingomkostninger.<\/p>\n<p>Her er et eksempel p\u00e5 et dashboard fra Polar Analytics<a href=\"https:\/\/www.polaranalytics.co\/\">:<\/a><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-1-2.png\" alt=\"Dashboard til blended ROAS\" width=\"1024\" height=\"280\" \/><\/p>\n<p>Det tr\u00e6kker Google- og Facebook Ads-omkostninger ind i en enkelt oversigt, der sammenligner det med den samlede oms\u00e6tning.<\/p>\n<p>Sk\u00e6rmbilledet ovenfor viser, at vores blended ROAS (ROAS p\u00e5 tv\u00e6rs af alle marketingkanaler) er steget med 17% % de sidste 30 dage sammenlignet med de foreg\u00e5ende 30 dage.<\/p>\n<p>Dykker vi dybere ned i de tal, som Facebook og Google rapporterer, f\u00e5r vi f\u00f8lgende:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-2-1.png\" alt=\"Kanal indikatorer\" width=\"1024\" height=\"250\" \/><\/p>\n<p>Vi kan nu udlede, at det mindskede spend p\u00e5 Facebook ikke har resulteret i en faldende oms\u00e6tning for virksomheden som helhed, s\u00e5 de sidste 30 dages marketingmix ser bedre ud end de foreg\u00e5ende 30 dage.<\/p>\n<h3 id=\"h.4d34og8\">Dette er ikke nyt<\/h3>\n<p>Jeg antager, at metoden med at se p\u00e5 sin samlede oms\u00e6tning i forhold til de samlede annonceringsomkostninger er udbredt i alle \u00f8konomiafdelinger.<\/p>\n<p>Men jeg er i tvivl om, hvorvidt det er udbredt i e-commerce-forretninger, der har v\u00e6ret st\u00e6rkt afh\u00e6ngige af data direkte fra Facebook Ads, Google Ads, Analytics eller andre kanaler.<\/p>\n<p><strong>V\u00e6rdien af en blended ROAS-strategi er, at du erkender, at du ikke kan spore hver kanal 100% n\u00f8jagtigt, s\u00e5 du lader v\u00e6re med at pr\u00f8ve p\u00e5 det i f\u00f8rste omgang.<\/strong>\u00a0Du fastl\u00e6gger et m\u00e5l for, hvad din virksomhed har r\u00e5d til at betale i marketingomkostninger p\u00e5 bestemte oms\u00e6tningsniveauer.<\/p>\n<p>Fra da af bliver de kanalspecifikke ROAS-m\u00e5l en \u00f8velse i at maksimere oms\u00e6tningen inden for dit samlede marketingbudget. Om ROAS i en marketingkanal viser 1x eller 20x bliver (delvist) irrelevant.<\/p>\n<p>PS Dette giver os mulighed for at stoppe de endel\u00f8se diskussioner om, hvordan forskellige marketingkanaler attribuerer forskelligt.<\/p>\n<h3 id=\"h.2s8eyo1\">S\u00e5dan arbejder du med blended ROAS<\/h3>\n<p>Lad os tage et eksempel med f\u00f8lgende tal:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Untitled-3-1.png\" alt=\"Eksempel p\u00e5 blended ROAS\" width=\"1024\" height=\"1024\" \/><\/p>\n<ul>\n<li>9x ROAS i Google Ads<\/li>\n<li>6x ROAS i Facebook-annoncer<\/li>\n<li>3x ROAS i TikTok-annoncer<\/li>\n<li>15x ROAS p\u00e5 organic search<\/li>\n<li>30x* ROAS p\u00e5 e-mailmarketing<\/li>\n<\/ul>\n<p><em>*M\u00e5lt i forhold til omkostningerne ved betalte sociale kampagner, der udelukkende har til form\u00e5l at drive e-mail-tilmeldinger signups.<\/em><\/p>\n<p>Traditionelt ville du gennemg\u00e5 ROAS-niveauerne for hver kanal og holde dem op mod, om de levede op til din definition af et rentabelt ROAS-m\u00e5l &#8211; i dette eksempel skal du v\u00e6re p\u00e5 +8x ROAS for at v\u00e6re rentabel.<\/p>\n<p>Den eneste fornuftige konklusion er, at du skal reducere udgifterne til Facebook og TikTok, n\u00e5r du gennemg\u00e5r performance for den enkelte kanal.<\/p>\n<p>Lad os pr\u00f8ve samme tankeeksperiment ved hj\u00e6lp vores blandede ROAS-strategi:<\/p>\n<p>Hvad hvis jeg sagde, at med marketingmixet, der er anf\u00f8rt ovenfor, rammer vi 9x ROAS, mens vi ogs\u00e5 rammer vores oms\u00e6tningsm\u00e5l?<\/p>\n<p>Ville det \u00e6ndre din mening i forhold til at \u00e6ndre udgifterne i de forskellige kanaler?<\/p>\n<p>Det kan stadig v\u00e6re en god id\u00e9 at eksperimentere med marketingmixet.<\/p>\n<p>Men lad os g\u00e5 videre med dette eksempel.<\/p>\n<p>Hvad hvis jeg tilf\u00f8jer f\u00f8lgende indsigt:<\/p>\n<ol>\n<li>Google Ads rammer +90% eksponeringsandel p\u00e5 tv\u00e6rs af alle relevante s\u00f8geord\/produkter.<\/li>\n<li>Facebook-annoncer producerer <strong>40% af alle e-mail-tilmeldinger.<\/strong><\/li>\n<li>TikTok blev startet for tre m\u00e5neder siden, men producerer <strong>5x s\u00e5 mange kunder, som Google Ads g\u00f8r<\/strong><\/li>\n<li>Virksomheden er baseret p\u00e5 SEO, og du har investeret massivt i et stort indholdsunivers gennem de sidste 5 \u00e5r, som du ser et solidt investeringsafkast p\u00e5 nu.<\/li>\n<\/ol>\n<p>Hvordan ville dine beslutninger s\u00e5 \u00e6ndre sig?<\/p>\n<p>Jeg ville sige, at:<\/p>\n<ol>\n<li>Vi b\u00f8r ikke \u00f8ge Google Ads yderligere, fordi der ikke er meget mere at f\u00e5 ud af kanalen. De sidste &#8220;10%&#8221; er ikke v\u00e6rd at reducere vores ROAS yderligere for.<\/li>\n<li>Da vi har et fantastisk e-mail-marketingprogram, ser det ud til, at den lavere ROAS i Facebook bliver opvejet af v\u00e6rdien af hver e-mail i de efterf\u00f8lgende m\u00e5neder.<\/li>\n<li>P\u00e5 trods af at den direkte ROAS p\u00e5 TikTok er meget lavere end alle andre kanaler, giver det os mulighed for at n\u00e5 et nyt publikum.<\/li>\n<\/ol>\n<ol>\n<li>P\u00e5 trods af det meget h\u00f8jere ROAS p\u00e5 organisk s\u00f8gning, er yderligere investeringer i kanalen ikke det rigtige tr\u00e6k strategisk, da vi stadig er ved at genvinde investeringen fra tidligere \u00e5r.<\/li>\n<\/ol>\n<p>Hvor forskellig er denne tankegang i forhold til at have et 8x ROAS-m\u00e5l, du skal ramme i hver enkelt kanal?<\/p>\n<p>Ideelt set er det s\u00e5dan, at enhver CMO og marketingchef b\u00f8r t\u00e6nke p\u00e5 deres marketingmix i en e-commerce virksomhed. But so often the conversion relates to the individual channel reporting an arbitrary ROAS.<\/p>\n<h3 id=\"h.17dp8vu\">Konkurrencefordelen ved blended ROAS<\/h3>\n<p>Forestil dig dette scenarie: Dit blended ROAS-m\u00e5l er 5x<\/p>\n<ul>\n<li>Google Ads rammer et kanalspecifikt ROAS p\u00e5 4x<\/li>\n<li>Din blandede ROAS er 6x med en samlet oms\u00e6tning p\u00e5 600.000 kroner<\/li>\n<\/ul>\n<p>Du \u00f8ger Google Ads-forbruget som f\u00f8lge af, at der er mere blended ROAS tilg\u00e6ngeligt.<\/p>\n<p>Efterf\u00f8lgende opn\u00e5r du en kanalspecifikt ROAS p\u00e5 3x, mens oms\u00e6tningen forbliver u\u00e6ndret, n\u00e5r du gennemg\u00e5r den rapporterede oms\u00e6tning i Google Ads. P\u00e5 overfladen var dette et d\u00e5rligt tr\u00e6k.<\/p>\n<p>Men lad os pr\u00f8ve at l\u00f8be det igennem igen med vores blended ROAS-strategi i tankerne:<\/p>\n<p>Din blended ROAS falder til 5x, men din oms\u00e6tning stiger til 800.000 kroner. Selvom Google Ads ikke rapporterer det, var dette et godt tr\u00e6k.<\/p>\n<p>Dine konkurrenter er stadig afh\u00e6ngige af kanaldata, s\u00e5 de ville ikke v\u00e6re i stand til at k\u00f8re med et &#8220;lavt ROAS&#8221;. Forestil dig, at de g\u00e5r til deres bureau eller marketingteam og siger &#8220;HVORFOR ER XYZ ALTID OVER OS?&#8221;<\/p>\n<p>Men&#8230; Der er ulemper ved en blended ROAS-strategi, hvis den ikke udf\u00f8res korrekt.<\/p>\n<h3 id=\"h.3rdcrjn\">Ikke en tom check til bare at \u00f8ge annonceforbruget<\/h3>\n<p>Lad os bygge videre p\u00e5 scenariet ovenfor og identificere et typisk problem med blended ROAS-strategien, fordi:<\/p>\n<blockquote><p>Blended ROAS\u00a0er ikke en blankocheck til at ignorere performanceindikatorer.<\/p><\/blockquote>\n<p>Hvis du gjorde som ovenfor, og du i samme periode \u00f8gede m\u00e6ngden af e-mails, du sendte, som resulterede i 200.000 kroner ekstra oms\u00e6tning, der kunne spores, var det ikke fordi, at Google Ads stod for ekstra oms\u00e6tning. Det var mere oms\u00e6tning fra e-mail marketing.<\/p>\n<p>Hvilket er en god reminder: Kanalspecifikke data kan stadig fungere som gode performanceindikatorer &#8211; omend ikke fort\u00e6lle den endelige sandhed.<\/p>\n<p>At flytte til blended ROAS betyder ikke, at du kun skal m\u00e5le blended ROAS. Det er meningen, at det skal v\u00e6re den vigtigste metric, du bruger til at m\u00e5le din performance i stedet for defekt kanalspecifik sporing. Men det er ikke meningen, at det skal st\u00e5 alene.<\/p>\n<p>Derfor er gennemgang og forst\u00e5else af dine tal p\u00e5 ugentlig, m\u00e5nedlig og kvartalsvis basis essentielt. Hvor dybtg\u00e5ende du skal gennemg\u00e5 det, skal afg\u00f8res af dit niveau i organisationen:<\/p>\n<ul>\n<li><strong>Ledelses-niveau:<\/strong>\n<ul>\n<li>Metrik:\n<ul>\n<li>Samlet blended ROAS &amp; oms\u00e6tning<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li><strong>Marketing leads <\/strong>styrer ud fra de samlede tal, men graver i de kanalspecifikke tal for at forst\u00e5 forholdet mellem initiativer og omkostningsstigninger.\n<ul>\n<li>Samlet blended ROAS &amp; oms\u00e6tning<\/li>\n<li>Kanalspecifik ROAS og oms\u00e6tning<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li><strong>Kanalfokuseret specialister <\/strong>administrerer deres marketingkanal baseret p\u00e5 det kanalspecifikke ROAS\/oms\u00e6tning, men med mulighed for at tilsides\u00e6tte det kanalspecifikke ROAS-m\u00e5l, hvis det samlede blendede ROAS er h\u00f8jere end forventet.\n<ul>\n<li><u>Metrikker:<\/u>\n<ul>\n<li>Kanalspecifik ROAS og oms\u00e6tning<\/li>\n<li>Samlet blended ROAS &amp; oms\u00e6tning<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2 id=\"h.26in1rg\">Platforme til at hj\u00e6lpe med blended ROAS<\/h2>\n<p>Efter Facebooks fald fra tinderne med hensyn til sporing, har adskillige virksomheder lavet gode l\u00f8sninger til at tracke blended ROAS. Her fremh\u00e6ver jeg et par stykker af dem:<\/p>\n<ul>\n<li><a href=\"https:\/\/trytriplewhale.com\/\">TripleWhale<\/a><\/li>\n<li><a href=\"https:\/\/www.polaranalytics.co\/\">Polar Analytics<\/a><\/li>\n<li><a href=\"https:\/\/www.rockerbox.com\/\">RockerBox<\/a><\/li>\n<li><a href=\"https:\/\/www.northbeam.io\/\">North Beam<\/a><\/li>\n<\/ul>\n<p>Men jeg kender flere virksomheder, der selv tr\u00e6kker disse oplysninger ind ved hj\u00e6lp af Data Studio. Det beh\u00f8ver ikke at v\u00e6re komplekst for at v\u00e6re effektivt.<\/p>\n<h2 id=\"h.lnxbz9\">Blended ROAS er en perfekt erstatning for Grunt Work<\/h2>\n<p>Jeg tror p\u00e5, at blended ROAS er noget, flere marketingfolk burde l\u00e6re at arbejde med, n\u00e5r de pr\u00f8ver at finde steder, de kan justere og optimere for at f\u00e5 mere ud af deres marketingmix.<\/p>\n<p>Den tid, du sparer ved at have automatisering til at overtage budgivningen og andet rugbr\u00f8dsarbejde b\u00f8r investeres i:<\/p>\n<ul>\n<li>Bedre strategi<\/li>\n<li>Bedre kreativer<\/li>\n<li>Bedre data<\/li>\n<\/ul>\n<p>Det er som en gravko, der har overtaget det manuelle gravearbejde. Vi ville kunne g\u00f8re det samme p\u00e5 kortere tid.<\/p>\n<p>Det samme g\u00e6lder for online marketing.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Opsummering Tracking bliver sv\u00e6rere og sv\u00e6rere, s\u00e5 vi er n\u00f8dt til at se p\u00e5 alternativer til den traditionelle m\u00e5de, vi ser p\u00e5 vores marketingkanaler. Hvis du bliver for afh\u00e6ngig\u00a0af kanalsporing (FB Pixel, Google Conversion Tracking osv.) kan det resultere i, at du ikke tilskriver alt til den rette kanal. I takt med at din forretning [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4713,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[23],"tags":[50],"class_list":["post-4707","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategi","tag-ecommerce"],"acf":{"posts_intro_text":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Blended ROAS: Den vigtigste metric til at skalere eCommerce-forretninger<\/title>\n<meta name=\"description\" content=\"Blended ROAS og skalering af webshops. 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