{"id":1062,"date":"2026-09-17T09:06:42","date_gmt":"2026-09-17T12:06:42","guid":{"rendered":"https:\/\/clica.agency\/blog\/?p=1062"},"modified":"2026-09-28T17:28:31","modified_gmt":"2026-09-28T20:28:31","slug":"roas-vs-mer-poas-meta-ads-ecommerce","status":"publish","type":"post","link":"https:\/\/clica.agency\/blog\/roas-vs-mer-poas-meta-ads-ecommerce\/","title":{"rendered":"ROAS de Meta vs MER y POAS: cu\u00e1ndo el ROAS miente"},"content":{"rendered":"<p><strong>El ROAS de Meta<\/strong> mide eficiencia <strong>atribuida del canal<\/strong>, no si tu eCommerce gana plata. Puede verse alto y el negocio sangrar (o verse flojo y el negocio crecer). Para decidir escala sin autoenga\u00f1arte, cruz\u00e1 tres capas: ROAS de plataforma (\u00fatil pero parcial), <strong>MER<\/strong> (gasto de marketing vs revenue del per\u00edodo) y <strong>POAS \/ margen contributivo<\/strong> (cu\u00e1nto queda despu\u00e9s de COGS, fees, log\u00edstica y ads).<\/p>\n<p>Si solo mir\u00e1s el Ads Manager, est\u00e1s leyendo un pedazo del mapa.<\/p>\n<h2>\u00bfPor qu\u00e9 el ROAS de Meta puede verse alto y el negocio no?<\/h2>\n<p>Porque Meta te muestra <strong>compras que se atribuy\u00f3<\/strong> bajo su ventana y sus reglas, no el P&amp;L.<\/p>\n<p>Razones t\u00edpicas:<\/p>\n<ul>\n<li><strong>Atribuci\u00f3n generosa<\/strong>: view-through, ventanas largas, overlap con org\u00e1nicos, email o Google.<\/li>\n<li><strong>Se\u00f1al vs backend<\/strong>: el Purchase del pixel\/CAPI no cierra 1:1 con \u00f3rdenes reales (o cuenta reembolsos tarde).<\/li>\n<li><strong>Mix de margen<\/strong>: un ROAS 4\u00d7 en un SKU de margen fino puede perder m\u00e1s que un ROAS 2\u00d7 en un producto sano.<\/li>\n<li><strong>Gasto invisible<\/strong>: shipping, payment fees, descuentos, devoluciones: el ROAS no los ve.<\/li>\n<\/ul>\n<p>Regla pr\u00e1ctica: ROAS alto = \u201cMeta cree que el canal rindi\u00f3\u201d. No = \u201cel negocio cerr\u00f3 el mes bien\u201d.<\/p>\n<p>Para leer n\u00fameros sin pelearte con una sola celda, conviene <a href=\"https:\/\/clica.agency\/blog\/como-leer-dashboard-campanas-ecommerce\/\">c\u00f3mo leer el dashboard de campa\u00f1as<\/a> con capas de negocio, no solo CPA\/ROAS de plataforma.<\/p>\n<h2>\u00bfQu\u00e9 es el MER y c\u00f3mo lo uso junto al ROAS?<\/h2>\n<p><strong>MER<\/strong> (Marketing Efficiency Ratio) mira el <strong>per\u00edodo del negocio<\/strong>, no el click path: gasto de marketing (o paid, seg\u00fan c\u00f3mo lo definas) dividido por revenue del mismo per\u00edodo.<\/p>\n<p>Responde: <em>\u00bfcu\u00e1nta plata de marketing necesit\u00e9 para generar $1 de venta en la caja?<\/em><\/p>\n<p>C\u00f3mo usarlo con ROAS:<\/p>\n<ol>\n<li>ROAS de Meta te dice si <strong>ese canal<\/strong> se ve eficiente bajo las reglas de Meta.<\/li>\n<li>MER te dice si el <strong>sistema<\/strong> (todos los canales + efectos cruzados) est\u00e1 sano.<\/li>\n<li>Si el ROAS de Meta sube y el MER se deteriora, hay canibalizaci\u00f3n, atribuci\u00f3n inflada o costos que el Ads Manager no muestra.<\/li>\n<\/ol>\n<p>No se reemplazan: se <strong>cruzan<\/strong>. ROAS sin MER es miop\u00eda de canal; MER sin ROAS no te dice d\u00f3nde apretar.<\/p>\n<h2>\u00bfQu\u00e9 es POAS \/ margen contributivo en paid media?<\/h2>\n<p><strong>POAS<\/strong> (profit on ad spend) y el <strong>margen contributivo<\/strong> empujan la pregunta un paso m\u00e1s: no solo revenue atribuido, sino <strong>cu\u00e1nto queda<\/strong> despu\u00e9s de costos variables (producto, env\u00edo, fees, descuentos) y del gasto en ads.<\/p>\n<p>Idea simple: un ROAS 5\u00d7 con margen bruto del 20% y fulfillment caro puede ser peor que un ROAS 3\u00d7 con margen sano. Si no model\u00e1s contribuci\u00f3n por pedido (o por familia de producto), vas a escalar lo que \u201cse ve lindo\u201d en Meta y romper el cash.<\/p>\n<p>No hace falta un ERP perfecto el d\u00eda uno. S\u00ed un piso: AOV, margen estimado, costo variable por orden y gasto ads. Con eso estim\u00e1s si el CPA que est\u00e1s pagando deja contribuci\u00f3n positiva.<\/p>\n<p>Ese piso conecta con <a href=\"https:\/\/clica.agency\/blog\/cuanto-invertir-meta-ads-ecommerce\/\">piso de inversi\u00f3n y CPA objetivo<\/a>: sin CPA que el margen tolere, el ROAS \u201cbueno\u201d es teatro.<\/p>\n<h2>\u00bfCu\u00e1ndo s\u00ed sirve mirar el ROAS de plataforma?<\/h2>\n<p>Sirve para <strong>operar el canal<\/strong> d\u00eda a d\u00eda:<\/p>\n<ul>\n<li>comparar creativos \/ ad sets \/ campa\u00f1as <strong>en el mismo contexto<\/strong> de atribuci\u00f3n<\/li>\n<li>detectar ca\u00eddas r\u00e1pidas de eficiencia dentro de Meta<\/li>\n<li>priorizar tests cuando el resto del tablero est\u00e1 estable<\/li>\n<\/ul>\n<p>No sirve como <strong>\u00fanica<\/strong> luz verde para escalar presupuesto grande, ni como KPI de board si el negocio mide caja y margen. Usalo como indicador de delivery y aprendizaje del algoritmo; no como veredicto de rentabilidad.<\/p>\n<h2>\u00bfQu\u00e9 mirar antes de escalar si el ROAS \u201cest\u00e1 bien\u201d?<\/h2>\n<p>Checklist corto antes de subir plata:<\/p>\n<ol>\n<li><strong>Tracking alineado<\/strong>: Purchase vs \u00f3rdenes reales (<a href=\"https:\/\/clica.agency\/blog\/checklist-tracking-ecommerce-antes-escalar-meta-ads\/\">checklist de tracking antes de escalar<\/a>).<\/li>\n<li><strong>MER del per\u00edodo<\/strong>: \u00bfel gasto total vs revenue se sostiene si Meta se lleva m\u00e1s share?<\/li>\n<li><strong>Contribuci\u00f3n<\/strong>: \u00bfel CPA actual deja margen despu\u00e9s de COGS + fees + ads?<\/li>\n<li><strong>Mix de producto<\/strong>: \u00bfest\u00e1s escalando SKUs que el margen aguanta?<\/li>\n<li><strong>Incrementalidad grosera<\/strong>: \u00bfcuando sub\u00eds spend, sube revenue neto o solo \u201cse mueve\u201d la atribuci\u00f3n?<\/li>\n<\/ol>\n<p>Si alguno falla, no \u201carregl\u00e9s\u201d el ROAS con m\u00e1s estructura: arregl\u00e1 se\u00f1al, oferta o unidad econ\u00f3mica.<\/p>\n<h2>Esta semana: ROAS + MER + margen<\/h2>\n<ol>\n<li>Dej\u00e1 el ROAS de Meta en el tablero operativo (d\u00eda a d\u00eda).  <\/li>\n<li>Sum\u00e1 MER semanal\/mensual del negocio (aunque sea en una hoja simple).  <\/li>\n<li>Estim\u00e1 contribuci\u00f3n por orden o por familia de producto antes de escalar.  <\/li>\n<li>Si ROAS sube y MER o margen caen, fren\u00e1 la escala y revis\u00e1 atribuci\u00f3n + mix.<\/li>\n<\/ol>\n<p>Cuando esas tres capas conviven, dej\u00e1s de pelearte con un n\u00famero que miente a medias y pas\u00e1s a decidir con el negocio a la vista. Si quer\u00e9s que te ayudemos a aterrizar ese tablero con la realidad de tu cat\u00e1logo y tu margen, en Clica lo vemos con el equipo.<\/p>\n<p>Para seguir profundizando: revis\u00e1 <a href=\"https:\/\/clica.agency\/blog\/como-leer-dashboard-campanas-ecommerce\/\">c\u00f3mo leer un dashboard de campa\u00f1as<\/a>, <a href=\"https:\/\/clica.agency\/blog\/cuanto-invertir-meta-ads-ecommerce\/\">cu\u00e1nto invertir en Meta Ads<\/a> y <a href=\"https:\/\/clica.agency\/blog\/por-que-no-cuadran-meta-ads-ventas-reales\/\">por qu\u00e9 no cuadran Meta Ads y las ventas reales<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cu\u00e1ndo el ROAS de Meta miente y qu\u00e9 mirar en su lugar: MER, POAS y margen contributivo para escalar sin autoenga\u00f1arte.<\/p>\n","protected":false},"author":2,"featured_media":1061,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-1062","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ROAS de Meta vs MER y POAS: cu\u00e1ndo el ROAS miente | Clica<\/title>\n<meta name=\"description\" content=\"Cu\u00e1ndo el ROAS de Meta miente y qu\u00e9 mirar en su lugar: MER, POAS y margen contributivo para escalar sin autoenga\u00f1arte.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/clica.agency\/blog\/roas-vs-mer-poas-meta-ads-ecommerce\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ROAS de Meta vs MER y POAS: cu\u00e1ndo el ROAS miente | Clica\" \/>\n<meta property=\"og:description\" content=\"Cu\u00e1ndo el ROAS de Meta miente y qu\u00e9 mirar en su lugar: MER, POAS y margen contributivo para escalar sin autoenga\u00f1arte.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/clica.agency\/blog\/roas-vs-mer-poas-meta-ads-ecommerce\/\" \/>\n<meta property=\"og:site_name\" content=\"Clica\" \/>\n<meta property=\"article:published_time\" content=\"2026-09-17T12:06:42+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-28T20:28:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/clica.agency\/blog\/wp-content\/uploads\/2026\/09\/clica-editorial-roas-vs-mer-poas-meta-ads-ecommerce.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Mathias Schusterman\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mathiaschu\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mathias Schusterman\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/clica.agency\\\/blog\\\/roas-vs-mer-poas-meta-ads-ecommerce\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/clica.agency\\\/blog\\\/roas-vs-mer-poas-meta-ads-ecommerce\\\/\"},\"author\":{\"name\":\"Mathias Schusterman\",\"@id\":\"https:\\\/\\\/clica.agency\\\/blog\\\/#\\\/schema\\\/person\\\/e34c5536086638852be2c41353a8c97d\"},\"headline\":\"ROAS de Meta vs MER y POAS: cu\u00e1ndo el ROAS miente\",\"datePublished\":\"2026-09-17T12:06:42+00:00\",\"dateModified\":\"2026-09-28T20:28:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/clica.agency\\\/blog\\\/roas-vs-mer-poas-meta-ads-ecommerce\\\/\"},\"wordCount\":872,\"publisher\":{\"@id\":\"https:\\\/\\\/clica.agency\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/clica.agency\\\/blog\\\/roas-vs-mer-poas-meta-ads-ecommerce\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/clica.agency\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/clica-editorial-roas-vs-mer-poas-meta-ads-ecommerce.png\",\"articleSection\":[\"Estrategia\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/clica.agency\\\/blog\\\/roas-vs-mer-poas-meta-ads-ecommerce\\\/\",\"url\":\"https:\\\/\\\/clica.agency\\\/blog\\\/roas-vs-mer-poas-meta-ads-ecommerce\\\/\",\"name\":\"ROAS de Meta vs MER y POAS: cu\u00e1ndo el ROAS miente | Clica\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/clica.agency\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/clica.agency\\\/blog\\\/roas-vs-mer-poas-meta-ads-ecommerce\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/clica.agency\\\/blog\\\/roas-vs-mer-poas-meta-ads-ecommerce\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/clica.agency\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/clica-editorial-roas-vs-mer-poas-meta-ads-ecommerce.png\",\"datePublished\":\"2026-09-17T12:06:42+00:00\",\"dateModified\":\"2026-09-28T20:28:31+00:00\",\"description\":\"Cu\u00e1ndo el ROAS de Meta miente y qu\u00e9 mirar en su lugar: MER, POAS y margen contributivo para escalar sin autoenga\u00f1arte.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/clica.agency\\\/blog\\\/roas-vs-mer-poas-meta-ads-ecommerce\\\/#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/clica.agency\\\/blog\\\/roas-vs-mer-poas-meta-ads-ecommerce\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/clica.agency\\\/blog\\\/roas-vs-mer-poas-meta-ads-ecommerce\\\/#primaryimage\",\"url\":\"https:\\\/\\\/clica.agency\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/clica-editorial-roas-vs-mer-poas-meta-ads-ecommerce.png\",\"contentUrl\":\"https:\\\/\\\/clica.agency\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/clica-editorial-roas-vs-mer-poas-meta-ads-ecommerce.png\",\"width\":1200,\"height\":630},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/clica.agency\\\/blog\\\/roas-vs-mer-poas-meta-ads-ecommerce\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/clica.agency\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"ROAS de Meta vs MER y POAS: cu\u00e1ndo el ROAS miente\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/clica.agency\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/clica.agency\\\/blog\\\/\",\"name\":\"Clica\",\"description\":\"Contamos lo que aprendemos mientras ayudamos a marcas a crecer\",\"publisher\":{\"@id\":\"https:\\\/\\\/clica.agency\\\/blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/clica.agency\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/clica.agency\\\/blog\\\/#organization\",\"name\":\"Clica\",\"url\":\"https:\\\/\\\/clica.agency\\\/blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/clica.agency\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/clica.agency\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/12\\\/logo-pink.svg\",\"contentUrl\":\"https:\\\/\\\/clica.agency\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/12\\\/logo-pink.svg\",\"width\":1,\"height\":1,\"caption\":\"Clica\"},\"image\":{\"@id\":\"https:\\\/\\\/clica.agency\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/instagram.com\\\/somos.clica\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/agencia-clica\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/clica.agency\\\/blog\\\/#\\\/schema\\\/person\\\/e34c5536086638852be2c41353a8c97d\",\"name\":\"Mathias Schusterman\",\"image\":{\"@type\":\"ImageObject\",\"url\":\"https:\\\/\\\/clica.agency\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/mathias-schusterman-768x870.jpg\",\"contentUrl\":\"https:\\\/\\\/clica.agency\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/mathias-schusterman-768x870.jpg\",\"caption\":\"Mathias Schusterman\"},\"description\":\"Mathias Schusterman es fundador y CEO de Clica, agencia de marketing para eCommerce creada en 2019. Trabaja con marcas que venden online en paid media, email marketing y estrategia de crecimiento, y acompa\u00f1a a due\u00f1os de tiendas con consultor\u00eda 1 a 1 y el programa eCommerce Lab. En internet publica como mathiaschu.\",\"sameAs\":[\"https:\\\/\\\/mathiaschu.com\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/mathias-schusterman-a2160a10\\\/\",\"https:\\\/\\\/www.youtube.com\\\/@mathiasschu\",\"https:\\\/\\\/twitter.com\\\/mathiaschu\",\"https:\\\/\\\/instagram.com\\\/mathias.two\"],\"url\":\"https:\\\/\\\/mathiaschu.com\\\/\",\"alternateName\":\"mathiaschu\",\"jobTitle\":\"Fundador y CEO de Clica\",\"worksFor\":{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/clica.agency\\\/#organization\",\"name\":\"Clica\",\"url\":\"https:\\\/\\\/clica.agency\\\/\"},\"knowsAbout\":[\"eCommerce\",\"Paid media\",\"Meta Ads\",\"Google Ads\",\"Email marketing\",\"Estrategia de crecimiento para eCommerce\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"ROAS de Meta vs MER y POAS: cu\u00e1ndo el ROAS miente | Clica","description":"Cu\u00e1ndo el ROAS de Meta miente y qu\u00e9 mirar en su lugar: MER, POAS y margen contributivo para escalar sin autoenga\u00f1arte.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/clica.agency\/blog\/roas-vs-mer-poas-meta-ads-ecommerce\/","og_locale":"es_ES","og_type":"article","og_title":"ROAS de Meta vs MER y POAS: cu\u00e1ndo el ROAS miente | Clica","og_description":"Cu\u00e1ndo el ROAS de Meta miente y qu\u00e9 mirar en su lugar: MER, POAS y margen contributivo para escalar sin autoenga\u00f1arte.","og_url":"https:\/\/clica.agency\/blog\/roas-vs-mer-poas-meta-ads-ecommerce\/","og_site_name":"Clica","article_published_time":"2026-09-17T12:06:42+00:00","article_modified_time":"2026-09-28T20:28:31+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/clica.agency\/blog\/wp-content\/uploads\/2026\/09\/clica-editorial-roas-vs-mer-poas-meta-ads-ecommerce.png","type":"image\/png"}],"author":"Mathias Schusterman","twitter_card":"summary_large_image","twitter_creator":"@mathiaschu","twitter_misc":{"Escrito por":"Mathias Schusterman","Tiempo de lectura":"4 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/clica.agency\/blog\/roas-vs-mer-poas-meta-ads-ecommerce\/#article","isPartOf":{"@id":"https:\/\/clica.agency\/blog\/roas-vs-mer-poas-meta-ads-ecommerce\/"},"author":{"name":"Mathias Schusterman","@id":"https:\/\/clica.agency\/blog\/#\/schema\/person\/e34c5536086638852be2c41353a8c97d"},"headline":"ROAS de Meta vs MER y POAS: cu\u00e1ndo el ROAS miente","datePublished":"2026-09-17T12:06:42+00:00","dateModified":"2026-09-28T20:28:31+00:00","mainEntityOfPage":{"@id":"https:\/\/clica.agency\/blog\/roas-vs-mer-poas-meta-ads-ecommerce\/"},"wordCount":872,"publisher":{"@id":"https:\/\/clica.agency\/blog\/#organization"},"image":{"@id":"https:\/\/clica.agency\/blog\/roas-vs-mer-poas-meta-ads-ecommerce\/#primaryimage"},"thumbnailUrl":"https:\/\/clica.agency\/blog\/wp-content\/uploads\/2026\/09\/clica-editorial-roas-vs-mer-poas-meta-ads-ecommerce.png","articleSection":["Estrategia"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/clica.agency\/blog\/roas-vs-mer-poas-meta-ads-ecommerce\/","url":"https:\/\/clica.agency\/blog\/roas-vs-mer-poas-meta-ads-ecommerce\/","name":"ROAS de Meta vs MER y POAS: cu\u00e1ndo el ROAS miente | Clica","isPartOf":{"@id":"https:\/\/clica.agency\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/clica.agency\/blog\/roas-vs-mer-poas-meta-ads-ecommerce\/#primaryimage"},"image":{"@id":"https:\/\/clica.agency\/blog\/roas-vs-mer-poas-meta-ads-ecommerce\/#primaryimage"},"thumbnailUrl":"https:\/\/clica.agency\/blog\/wp-content\/uploads\/2026\/09\/clica-editorial-roas-vs-mer-poas-meta-ads-ecommerce.png","datePublished":"2026-09-17T12:06:42+00:00","dateModified":"2026-09-28T20:28:31+00:00","description":"Cu\u00e1ndo el ROAS de Meta miente y qu\u00e9 mirar en su lugar: MER, POAS y margen contributivo para escalar sin autoenga\u00f1arte.","breadcrumb":{"@id":"https:\/\/clica.agency\/blog\/roas-vs-mer-poas-meta-ads-ecommerce\/#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/clica.agency\/blog\/roas-vs-mer-poas-meta-ads-ecommerce\/"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/clica.agency\/blog\/roas-vs-mer-poas-meta-ads-ecommerce\/#primaryimage","url":"https:\/\/clica.agency\/blog\/wp-content\/uploads\/2026\/09\/clica-editorial-roas-vs-mer-poas-meta-ads-ecommerce.png","contentUrl":"https:\/\/clica.agency\/blog\/wp-content\/uploads\/2026\/09\/clica-editorial-roas-vs-mer-poas-meta-ads-ecommerce.png","width":1200,"height":630},{"@type":"BreadcrumbList","@id":"https:\/\/clica.agency\/blog\/roas-vs-mer-poas-meta-ads-ecommerce\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/clica.agency\/blog\/"},{"@type":"ListItem","position":2,"name":"ROAS de Meta vs MER y POAS: cu\u00e1ndo el ROAS miente"}]},{"@type":"WebSite","@id":"https:\/\/clica.agency\/blog\/#website","url":"https:\/\/clica.agency\/blog\/","name":"Clica","description":"Contamos lo que aprendemos mientras ayudamos a marcas a crecer","publisher":{"@id":"https:\/\/clica.agency\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/clica.agency\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Organization","@id":"https:\/\/clica.agency\/blog\/#organization","name":"Clica","url":"https:\/\/clica.agency\/blog\/","logo":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/clica.agency\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/clica.agency\/blog\/wp-content\/uploads\/2019\/12\/logo-pink.svg","contentUrl":"https:\/\/clica.agency\/blog\/wp-content\/uploads\/2019\/12\/logo-pink.svg","width":1,"height":1,"caption":"Clica"},"image":{"@id":"https:\/\/clica.agency\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/instagram.com\/somos.clica","https:\/\/www.linkedin.com\/company\/agencia-clica"]},{"@type":"Person","@id":"https:\/\/clica.agency\/blog\/#\/schema\/person\/e34c5536086638852be2c41353a8c97d","name":"Mathias Schusterman","image":{"@type":"ImageObject","url":"https:\/\/clica.agency\/blog\/wp-content\/uploads\/2026\/09\/mathias-schusterman-768x870.jpg","contentUrl":"https:\/\/clica.agency\/blog\/wp-content\/uploads\/2026\/09\/mathias-schusterman-768x870.jpg","caption":"Mathias Schusterman"},"description":"Mathias Schusterman es fundador y CEO de Clica, agencia de marketing para eCommerce creada en 2019. Trabaja con marcas que venden online en paid media, email marketing y estrategia de crecimiento, y acompa\u00f1a a due\u00f1os de tiendas con consultor\u00eda 1 a 1 y el programa eCommerce Lab. En internet publica como mathiaschu.","sameAs":["https:\/\/mathiaschu.com\/","https:\/\/www.linkedin.com\/in\/mathias-schusterman-a2160a10\/","https:\/\/www.youtube.com\/@mathiasschu","https:\/\/twitter.com\/mathiaschu","https:\/\/instagram.com\/mathias.two"],"url":"https:\/\/mathiaschu.com\/","alternateName":"mathiaschu","jobTitle":"Fundador y CEO de Clica","worksFor":{"@type":"Organization","@id":"https:\/\/clica.agency\/#organization","name":"Clica","url":"https:\/\/clica.agency\/"},"knowsAbout":["eCommerce","Paid media","Meta Ads","Google Ads","Email marketing","Estrategia de crecimiento para eCommerce"]}]}},"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/clica.agency\/blog\/wp-json\/wp\/v2\/posts\/1062","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/clica.agency\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/clica.agency\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/clica.agency\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/clica.agency\/blog\/wp-json\/wp\/v2\/comments?post=1062"}],"version-history":[{"count":2,"href":"https:\/\/clica.agency\/blog\/wp-json\/wp\/v2\/posts\/1062\/revisions"}],"predecessor-version":[{"id":1079,"href":"https:\/\/clica.agency\/blog\/wp-json\/wp\/v2\/posts\/1062\/revisions\/1079"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/clica.agency\/blog\/wp-json\/wp\/v2\/media\/1061"}],"wp:attachment":[{"href":"https:\/\/clica.agency\/blog\/wp-json\/wp\/v2\/media?parent=1062"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/clica.agency\/blog\/wp-json\/wp\/v2\/categories?post=1062"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/clica.agency\/blog\/wp-json\/wp\/v2\/tags?post=1062"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}