{"id":16427,"date":"2025-07-04T07:42:30","date_gmt":"2025-07-04T07:42:30","guid":{"rendered":"https:\/\/donutzdigital.com\/?p=16427"},"modified":"2025-07-08T10:12:06","modified_gmt":"2025-07-08T10:12:06","slug":"roas-vs-cos-kpis-a-suivre","status":"publish","type":"post","link":"https:\/\/donutzdigital.com\/fr\/roas-vs-cos-kpis-a-suivre\/","title":{"rendered":"ROAS vs COS : les KPIs \u00e0 suivre pour vos campagnes pub"},"content":{"rendered":"\n<p>Mesurer le succ\u00e8s d\u2019une <strong>campagne publicitaire<\/strong> ne se limite pas \u00e0 \u00ab combien \u00e7a rapporte \u00bb. Le <strong>ROAS<\/strong> (Return On Ad Spend) tr\u00f4ne souvent en haut du podium, mais son cousin moins c\u00e9l\u00e8bre, le <strong>COS<\/strong>, m\u00e9rite sa place sur la photo. L\u2019un parle chiffre d\u2019affaires, l\u2019autre parle rentabilit\u00e9, et vos marges adorent qu\u2019on parle d\u2019elles !<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">Pourquoi le ROAS fait r\u00eaver<\/h2>\n\n\n\n<p>Le <strong>ROAS<\/strong> calcule le chiffre d\u2019affaires g\u00e9n\u00e9r\u00e9 pour chaque euro d\u00e9pens\u00e9 :<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>ROAS = Chiffre d\u2019affaires \/ D\u00e9penses publicitaires<\/p>\n<\/blockquote>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Exemple express<\/strong> : 1 000 \u20ac investis \u2192 5 000 \u20ac de CA \u2192 ROAS = 5.<\/li>\n\n\n\n<li>Lecture rapide : \u00ab Chaque euro mis\u00e9 rapporte 5 \u20ac \u00bb.<\/li>\n\n\n\n<li>Limite : le ROAS ignore vos co\u00fbts r\u00e9els (stock, logistique, frais fixes\u2026).<\/li>\n<\/ul>\n\n\n\n<p>Un ROAS qui clignote en vert n\u2019assure pas toujours un banquier qui sourit. <a href=\"https:\/\/donutzdigital.com\/fr\/comprendre-les-kpi-meta-ads\/\"><strong>En savoir plus sur les autres KPIS<\/strong><\/a>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\">COS : le garde-fou de votre marge<\/h2>\n\n\n\n<p>\u00c0 l\u2019inverse, le <strong>COS<\/strong> (Cost On Sale) mesure la part du CA consacr\u00e9e \u00e0 la pub :<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>COS = D\u00e9penses publicitaires \/ Chiffre d\u2019affaires<\/p>\n<\/blockquote>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>M\u00eame exemple<\/strong> : 1 000 \u20ac d\u00e9pens\u00e9s \/ 5 000 \u20ac de CA \u2192 COS = 20 %.<\/li>\n\n\n\n<li>Lecture simple : \u00ab 20 % de mes ventes partent dans les annonces \u00bb.<\/li>\n<\/ul>\n\n\n\n<p>Le COS s\u2019int\u00e8gre dans le calcul de marge et r\u00e9v\u00e8le la <strong>vraie rentabilit\u00e9<\/strong> de votre <strong>paid search<\/strong> ou <strong>paid social<\/strong>. Un bon moyen de <a href=\"https:\/\/donutzdigital.com\/fr\/cmo-et-cfo-comment-mieux-communiquer-pour-aligner-marketing-et-finance\/\"><strong>mettre d\u2019accord CMO et CFO<\/strong><\/a>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">ROAS ou COS ? Choisir sans se tromper<\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Situation<\/th><th>ROAS<\/th><th>COS<\/th><\/tr><\/thead><tbody><tr><td>\u00c9valuer la <strong>puissance commerciale<\/strong> d\u2019une campagne<\/td><td>\u2b50\u2b50\u2b50\u2b50<\/td><td>\u2b50\u2b50<\/td><\/tr><tr><td>V\u00e9rifier la <strong>rentabilit\u00e9 nette<\/strong> (marge)<\/td><td>\u2b50<\/td><td>\u2b50\u2b50\u2b50\u2b50<\/td><\/tr><tr><td>Fixer une <strong>strat\u00e9gie budg\u00e9taire<\/strong> rigoureuse<\/td><td>\u2b50\u2b50<\/td><td>\u2b50\u2b50\u2b50\u2b50<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Un produit marge \u00e0 30 % ? Si votre COS d\u00e9passe 30 %, adieu la rentabilit\u00e9, m\u00eame avec un ROAS hyper \u00e9lev\u00e9. C\u2019est l\u00e0 que le COS sauve la mise, et qu&#8217;il faut garder un oeil dessus.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"https:\/\/donutbreaktheinternet.substack.com\/\" rel=\"nofollow noopener\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"341\" src=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2025\/06\/Bannieres-1024x341.png\" alt=\"Newsletter marketing digital\" class=\"wp-image-16168\" style=\"width:936px;height:auto\" srcset=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2025\/06\/Bannieres-1024x341.png 1024w, https:\/\/donutzdigital.com\/wp-content\/uploads\/2025\/06\/Bannieres-300x100.png 300w, https:\/\/donutzdigital.com\/wp-content\/uploads\/2025\/06\/Bannieres-768x256.png 768w, https:\/\/donutzdigital.com\/wp-content\/uploads\/2025\/06\/Bannieres-1536x512.png 1536w, https:\/\/donutzdigital.com\/wp-content\/uploads\/2025\/06\/Bannieres-2048x683.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">D\u00e9finir votre COS cible<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Calculez la marge nette<\/strong> par commande (co\u00fbt produit, logistique, transactions, etc.).<\/li>\n\n\n\n<li>Appliquez :<\/li>\n<\/ol>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>COS cible \u2264 Marge nette \/ CA<\/p>\n<\/blockquote>\n\n\n\n<p><strong>Exemple<\/strong> : Votre produit est vendu 100 \u20ac, avec une marge nette de 30 \u20ac.<\/p>\n\n\n\n<p>COS cible max : <strong>30 %<\/strong> \u2192 il vous faut investir \u2264 30 \u20ac en pub pour chaque 100 \u20ac vendus.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">Ajuster le COS<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Faible marge<\/strong> ? COS serr\u00e9 obligatoire.<\/li>\n\n\n\n<li><strong>Lancement produit<\/strong> ? Autorisez un COS plus haut pour gagner des parts de march\u00e9 (LTV en ligne de mire).<\/li>\n\n\n\n<li><strong>Mix produit \u00e9volutif<\/strong> ? Recalculez r\u00e9guli\u00e8rement pour coller \u00e0 la r\u00e9alit\u00e9.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">Marier ROAS &amp; COS<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>ROAS<\/strong> indique <strong>l\u2019efficacit\u00e9 commerciale<\/strong>.<\/li>\n\n\n\n<li><strong>COS<\/strong> valide <strong>la rentabilit\u00e9<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p>Suivre les deux, c\u2019est :<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Allumer les projecteurs sur le chiffre d\u2019affaires.<\/li>\n\n\n\n<li>Garder un \u0153il (vigilant) sur la marge.<\/li>\n<\/ol>\n\n\n\n<p>R\u00e9sultat : des d\u00e9cisions d\u2019investissement \u00e9clair\u00e9es pour vos prochaines campagnes publicitaires.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">Conclusion : faites parler vos chiffres !<\/h2>\n\n\n\n<p>En gardant le <strong>ROAS<\/strong> pour mesurer la puissance commerciale et le <strong>COS<\/strong> pour v\u00e9rifier la rentabilit\u00e9 r\u00e9elle, vous transformez une avalanche de donn\u00e9es en d\u00e9cisions claires et profitables. Votre tableau de bord n\u2019est plus un simple \u00ab reporting \u00bb, mais un GPS : il indique la route (ROAS) et la consommation d\u2019essence (COS).<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-large-font-size\">Besoin d\u2019un coup de pouce ?<\/h3>\n\n\n\n<p>Les \u00e9quipes <a href=\"https:\/\/donutzdigital.com\/fr\/\"><strong>Donutz Digital<\/strong><\/a> accompagnent d\u00e9j\u00e0 des dizaines d\u2019e-commer\u00e7ants, TPE et CMO pour transformer chaque euro de pub en croissance durable. Strat\u00e9gie <a href=\"https:\/\/donutzdigital.com\/fr\/agence-google-ads-2\/\"><strong>paid search<\/strong><\/a>, <a href=\"https:\/\/donutzdigital.com\/fr\/agence-social-ads\/\"><strong>paid social<\/strong>,<\/a> tracking, reporting : confiez-nous vos objectifs, on s\u2019occupe du reste !<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">FAQ<\/h2>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">Qu\u2019est-ce qu\u2019un bon ROAS pour le e-commerce ?<\/h3>\n\n\n\n<p>Un ROAS \u2265 4 est souvent jug\u00e9 solide, mais tout d\u00e9pend de vos marges et co\u00fbts fixes, et de votre secteur.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">Comment baisser mon COS rapidement ?<\/h3>\n\n\n\n<p><a href=\"https:\/\/donutzdigital.com\/fr\/10-erreurs-fatales-en-sma\/\"><strong>Optimisez vos ench\u00e8res<\/strong><\/a>, am\u00e9liorez vos taux de conversion et testez d&#8217;autres canaux moins chers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">Peut-on avoir un ROAS \u00e9lev\u00e9 et un COS trop haut ?<\/h3>\n\n\n\n<p>Oui ! Si vos marges sont faibles, un ROAS \u00e9lev\u00e9 peut masquer un COS qui grignote votre profit.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">Le COS convient-il aux campagnes brand awareness ?<\/h3>\n\n\n\n<p>Il convient moins. Pour <a href=\"https:\/\/donutzdigital.com\/fr\/campagne-de-notoriete-sans-exploser-son-budget\/\"><strong>la notori\u00e9t\u00e9 pure<\/strong><\/a>, suivez plut\u00f4t le CPM ou le reach, puis analysez le COS en phase de conversion.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">Faut-il des objectifs ROAS\/COS diff\u00e9rents entre paid search et paid social ?<\/h3>\n\n\n\n<p>Absolument : les co\u00fbts et l\u2019intention d\u2019achat varient. Fixez des seuils adapt\u00e9s \u00e0 chaque canal.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Boostez marge et CA : combinez ROAS &#038; COS avec l\u2019expertise Donutz Digital en paid search\/social. Faites de vos pubs un investissement rentable !<\/p>\n","protected":false},"author":20,"featured_media":16428,"comment_status":"closed","ping_status":"closed","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":"set","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":[76,115],"tags":[],"post_folder":[],"class_list":["post-16427","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads-fr","category-meta-ads"],"acf":[],"_links":{"self":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/posts\/16427","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/users\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/comments?post=16427"}],"version-history":[{"count":5,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/posts\/16427\/revisions"}],"predecessor-version":[{"id":16606,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/posts\/16427\/revisions\/16606"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/media\/16428"}],"wp:attachment":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/media?parent=16427"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/categories?post=16427"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/tags?post=16427"},{"taxonomy":"post_folder","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/post_folder?post=16427"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}