{"id":1230,"date":"2026-05-11T10:57:05","date_gmt":"2026-05-11T07:57:05","guid":{"rendered":"https:\/\/visiblewise.com\/blog\/uncategorized-tr\/organik-roas-nasil-hesaplanir-ve-cogu-sirket-neden-yanlis-hesapliyor\/"},"modified":"2026-10-07T18:00:00","modified_gmt":"2026-10-07T15:00:00","slug":"organik-roas-nasil-hesaplanir-ve-cogu-sirket-neden-yanlis-hesapliyor","status":"publish","type":"post","link":"https:\/\/visiblewise.com\/tr\/blog\/console-go\/organik-roas-nasil-hesaplanir-ve-cogu-sirket-neden-yanlis-hesapliyor\/","title":{"rendered":"Organik ROAS Nas\u0131l Hesaplan\u0131r? (Ve \u00c7o\u011fu \u015eirket Neden Yanl\u0131\u015f Hesapl\u0131yor?)"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Her \u00fccretli medya ekibi ROAS \u00fczerinden \u00e7al\u0131\u015f\u0131r. Bu metrik, neredeyse her performans raporunun ilk sat\u0131r\u0131nda yer al\u0131r, b\u00fct\u00e7e da\u011f\u0131l\u0131m\u0131 kararlar\u0131n\u0131 y\u00f6nlendirir ve hangi kampanyalar\u0131n bir sonraki \u00e7eyrekte devam edece\u011fini belirler. Performans pazarlamas\u0131nda en yayg\u0131n \u015fekilde anla\u015f\u0131lan metriklerden biridir.  <\/p>\n\n<p class=\"wp-block-paragraph\">SEO ekipleri ise h\u00e2l\u00e2 \u00e7o\u011funlukla t\u0131klamalar\u0131 raporlar. Tipik bir haftal\u0131k toplant\u0131da organik kanal i\u00e7in s\u0131ralama g\u00fcncellemeleri, trafik kar\u015f\u0131la\u015ft\u0131rmalar\u0131 ve belki yay\u0131na al\u0131nan yeni bir i\u00e7erikle ilgili k\u0131sa bir bilgi payla\u015f\u0131l\u0131r. Gelir kelimesi ise \u00e7o\u011fu zaman bu konu\u015fmalarda yer almaz.  <\/p>\n\n<p class=\"wp-block-paragraph\">Bu bir kaynak problemi de\u011fildir. \u00c7o\u011fu \u015firket, organik ROAS hesaplamak i\u00e7in ihtiya\u00e7 duydu\u011fu verilere zaten sahiptir. Eksik olan \u015fey, bunu hesaplamak i\u00e7in tan\u0131ml\u0131 bir metodoloji ve bu metodolojinin hangi noktalarda hatal\u0131 sonu\u00e7lar \u00fcretebilece\u011fine dair net bir anlay\u0131\u015ft\u0131r. Bu i\u00e7erik her ikisini de ele al\u0131yor.   <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Organik ROAS Ger\u00e7ekte Ne Anlama Gelir?<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">Form\u00fcl\u00fcn kendisi karma\u015f\u0131k de\u011fildir. Organik ROAS, organik arama kanal\u0131n\u0131z\u0131n \u00fcretti\u011fi gelirin bu sonucu elde etmek i\u00e7in katlan\u0131lan toplam maliyete b\u00f6l\u00fcnmesiyle hesaplan\u0131r. <\/p>\n\n<p class=\"wp-block-paragraph\">As\u0131l \u00f6nemli nokta, denklemin her iki taraf\u0131n\u0131 nas\u0131l tan\u0131mlad\u0131\u011f\u0131n\u0131zd\u0131r. \u00c7o\u011fu \u015firket hem gelir taraf\u0131n\u0131 hem de maliyet taraf\u0131n\u0131 oldu\u011fundan d\u00fc\u015f\u00fck hesaplar. Bunun sonucunda ortaya temiz g\u00f6r\u00fcnen ancak y\u00f6n g\u00f6sterme a\u00e7\u0131s\u0131ndan g\u00fcvenilir olmayan bir metrik \u00e7\u0131kar. <\/p>\n\n<p class=\"wp-block-paragraph\">Gelir taraf\u0131ndaki en yayg\u0131n hata, yaln\u0131zca son temas (last-touch) organik d\u00f6n\u00fc\u015f\u00fcmlerini hesaba katmakt\u0131r; yani organik kanal\u0131n sat\u0131n alma veya form doldurma \u00f6ncesindeki son kanal oldu\u011fu oturumlar\u0131. Bu yakla\u015f\u0131m, organik kanal\u0131n ilk veya ara temas noktas\u0131 oldu\u011fu t\u00fcm sat\u0131\u015flar\u0131 g\u00f6zden ka\u00e7\u0131r\u0131r. Bir SaaS al\u0131c\u0131s\u0131n\u0131n \u00fcr\u00fcn\u00fc organik bir blog yaz\u0131s\u0131yla ke\u015ffetti\u011fini, siteden ayr\u0131ld\u0131\u011f\u0131n\u0131, \u00fc\u00e7 kez do\u011frudan trafik \u00fczerinden geri d\u00f6nd\u00fc\u011f\u00fcn\u00fc ve sonunda \u00fccretli bir yeniden hedefleme reklam\u0131ndan sonra d\u00f6n\u00fc\u015f\u00fcm ger\u00e7ekle\u015ftirdi\u011fini d\u00fc\u015f\u00fcn\u00fcn. Son temas modelinde bu sat\u0131\u015f\u0131n tamam\u0131 \u00fccretli kanala yaz\u0131l\u0131r. Organik kanal\u0131n katk\u0131s\u0131 ise tamamen g\u00f6r\u00fcnmez h\u00e2le gelir.   <\/p>\n\n<p class=\"wp-block-paragraph\">Maliyet taraf\u0131ndaki en yayg\u0131n hata ise yaln\u0131zca kullan\u0131lan ara\u00e7lar\u0131n abonelik maliyetlerini hesaba katmakt\u0131r. <strong>Ger\u00e7ek SEO yat\u0131r\u0131m\u0131; i\u00e7erik \u00fcretim maliyetlerini, \u015firket i\u00e7i ekip zaman\u0131n\u0131, teknik SEO \u00e7al\u0131\u015fmalar\u0131n\u0131 ve link building faaliyetlerini kapsar.<\/strong> Bunlar\u0131 hesaplamadan \u00e7\u0131kard\u0131\u011f\u0131n\u0131zda organik ROAS ger\u00e7ekte oldu\u011fundan \u00e7ok daha y\u00fcksek g\u00f6r\u00fcn\u00fcr. Bu ilk bak\u0131\u015fta ho\u015f g\u00f6r\u00fcnebilir; ta ki CFO sizden bu rakam\u0131 gerek\u00e7elendirmenizi isteyene kadar.<\/p>\n\n<h2 class=\"wp-block-heading\">Organik ROAS\u2019\u0131 Hesaplamadan \u00d6nce \u0130htiyac\u0131n\u0131z Olan 4 Girdi<\/h2>\n\n<p class=\"wp-block-paragraph\">Form\u00fcl\u00fc uygulamadan \u00f6nce d\u00f6rt veri noktas\u0131n\u0131n haz\u0131r olmas\u0131 gerekir. Bunlardan herhangi birini atlamak, y\u00f6netim taraf\u0131ndan yap\u0131lacak ilk sorgulamada savunulamayacak bir sonu\u00e7 ortaya \u00e7\u0131kar\u0131r. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>1. \u0130\u00e7erik \u00fcretim harcamalar\u0131<\/strong> Organik bir anahtar kelimeyi hedefleyen her i\u00e7eri\u011fin bir maliyeti vard\u0131r. Bu; freelance i\u00e7erik yazar\u0131na \u00f6denen \u00fccret, \u015firket i\u00e7indeki bir yazar\u0131n saatlik maliyeti \u00fczerinden hesaplanan \u00e7al\u0131\u015fma s\u00fcresi veya \u00fcretilen i\u00e7erik hacmine g\u00f6re belirlenen ajans hizmet bedeli olabilir. \u0130\u00e7erik tamamen \u015firket i\u00e7inde \u00fcretiliyorsa, ger\u00e7ek\u00e7i bir zaman da\u011f\u0131l\u0131m\u0131 kullan\u0131lmal\u0131d\u0131r. \u00d6rne\u011fin bir SEO y\u00f6neticisi ayl\u0131k 160 saatlik \u00e7al\u0131\u015fma s\u00fcresinin %30\u2019unu i\u00e7erik stratejisine ay\u0131r\u0131yorsa, organik kanala yakla\u015f\u0131k 48 saatlik i\u015f g\u00fcc\u00fc katk\u0131s\u0131 sa\u011fl\u0131yor demektir. Bu s\u00fcrenin de bir maliyeti vard\u0131r.   <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>2. Ara\u00e7 ve platform harcamalar\u0131<\/strong> Anahtar kelime ara\u015ft\u0131rma ara\u00e7lar\u0131, rank tracker\u2019lar, teknik denetim platformlar\u0131 ve link intelligence yaz\u0131l\u0131mlar\u0131 bu kapsama girer. Bunlar genellikle hesaplanmas\u0131 en kolay maliyetlerdir; \u00e7\u00fcnk\u00fc kredi kart\u0131 ekstresinde do\u011frudan kalem olarak g\u00f6r\u00fcn\u00fcrler. Y\u0131ll\u0131k abonelik maliyetlerini toplay\u0131n ve ayl\u0131k maliyeti bulmak i\u00e7in 12\u2019ye b\u00f6l\u00fcn.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>3. Organik kanal\u0131n destekledi\u011fi d\u00f6n\u00fc\u015f\u00fcmler<\/strong> Do\u011fru \u015fekilde \u00f6l\u00e7\u00fclmesi i\u00e7in en fazla yap\u0131land\u0131rma gerektiren veri budur. Analitik platformunuzdan multi-touch attribution verisine veya en az\u0131ndan organik kanal\u0131n yaln\u0131zca son oturumda de\u011fil, d\u00f6n\u00fc\u015f\u00fcm yolculu\u011funun herhangi bir a\u015famas\u0131nda temas noktas\u0131 oldu\u011fu oturumlar\u0131 belirleyebilecek bir y\u00f6nteme ihtiyac\u0131n\u0131z vard\u0131r. GA4\u2019te bu veri, belirli yap\u0131land\u0131rmalarla attribution path raporlar\u0131ndan al\u0131nabilir. \u00c7o\u011fu CRM sisteminde ise organik kaynak verisinin lead d\u00fczeyinde aktar\u0131lmas\u0131 ve saklanmas\u0131 gerekir.   <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>4. Son Temas Organik D\u00f6n\u00fc\u015f\u00fcmleri<\/strong> Bu veriyi elde etmek daha kolayd\u0131r ve organik gelir rakam\u0131n\u0131z i\u00e7in alt s\u0131n\u0131r g\u00f6revi g\u00f6r\u00fcr. Desteklenen d\u00f6n\u00fc\u015f\u00fcm verileriniz g\u00fcvenilir de\u011filse veya mevcut de\u011filse, son temas d\u00f6n\u00fc\u015f\u00fcmleri size ihtiyatl\u0131 bir ba\u015flang\u0131\u00e7 noktas\u0131 sunar. Bu rakam \u00fczerinden hesaplanan organik ROAS, kanal\u0131n ger\u00e7ek katk\u0131s\u0131n\u0131 oldu\u011fundan d\u00fc\u015f\u00fck g\u00f6sterecektir; ancak daha geli\u015fmi\u015f bir attribution altyap\u0131s\u0131 i\u00e7in gerek\u00e7e olu\u015ftururken savunulabilir bir ba\u015flang\u0131\u00e7 noktas\u0131 ve kullan\u0131\u015fl\u0131 bir referans de\u011feridir.  <\/p>\n\n<h2 class=\"wp-block-heading\">Ad\u0131m Ad\u0131m Hesaplama: Uygulamal\u0131 Bir \u00d6rnek<\/h2>\n\n<p class=\"wp-block-paragraph\">Orta \u00f6l\u00e7ekli \u015firketlerin operasyon ekiplerini hedefleyen bir proje y\u00f6netimi arac\u0131 sundu\u011fumuzu varsayal\u0131m. B2B SaaS i\u015fletmesinin bir ayl\u0131k verileri \u015f\u00f6yle olsun: <\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td>\u00e7erik \u00fcretim maliyeti, \u00fc\u00e7 i\u00e7erik yazar\u0131 ve bir stratejistin k\u0131smi zaman da\u011f\u0131l\u0131m\u0131yla birlikte 8.400 $; rank tracker, denetim arac\u0131 ve anahtar kelime ara\u015ft\u0131rmas\u0131 gibi ara\u00e7 ve platform harcamalar\u0131 1.200 $; SEO y\u00f6neticisi ve i\u00e7erik edit\u00f6r\u00fcn\u00fcn %40\u2019l\u0131k zaman da\u011f\u0131l\u0131m\u0131ndan olu\u015fan \u015firket i\u00e7i ekip maliyeti ise 8.400 $ olarak hesaplanm\u0131\u015ft\u0131r. B\u00f6ylece toplam SEO yat\u0131r\u0131m\u0131 18.000 $ olur. CRM\u2019de organik kaynak olarak takip edilen son temas organik geliri 52.000 $, organik kanal\u0131n d\u00f6n\u00fc\u015f\u00fcm yolunda yer ald\u0131\u011f\u0131 multi-touch attribution verilerine g\u00f6re desteklenen organik gelir ise 90.000 $ seviyesindedir. Buna g\u00f6re muhafazak\u00e2r ROAS 52.000 $ \/ 18.000 $ = 2,9x, desteklenen ROAS ise 90.000 $ \/ 18.000 $ = 5,0x olarak hesaplan\u0131r.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\">2,9x ile 5,0x aras\u0131ndaki fark bir \u00f6l\u00e7\u00fcm hatas\u0131 de\u011fildir. Organik kanal\u0131n katk\u0131da bulundu\u011fu ancak sat\u0131\u015f\u0131 tek ba\u015f\u0131na sonu\u00e7land\u0131rmad\u0131\u011f\u0131 38.000 dolarl\u0131k geliri temsil eder. Yaln\u0131zca muhafazak\u00e2r rakam\u0131 raporlamak kanal\u0131n katk\u0131s\u0131n\u0131 %42 oran\u0131nda d\u00fc\u015f\u00fck g\u00f6sterir. Yaln\u0131zca desteklenen rakam\u0131 raporlamak ise di\u011fer kanallar da bu sat\u0131\u015flara temas etti\u011fi i\u00e7in organik kanal\u0131n katk\u0131s\u0131n\u0131 oldu\u011fundan fazla g\u00f6sterme riski ta\u015f\u0131r.   <\/p>\n\n<p class=\"wp-block-paragraph\">Pratikte en sa\u011fl\u0131kl\u0131 yakla\u015f\u0131m, her iki rakam\u0131 birlikte raporlamak ve bir aral\u0131k olarak sunmakt\u0131r: Organik ROAS, kullan\u0131lan attribution modeline ba\u011fl\u0131 olarak 2,9x ile 5,0x aras\u0131ndad\u0131r. Bu yakla\u015f\u0131m tek bir rakam sunmaktan daha \u015feffaft\u0131r ve kurumun devam eden raporlamada hangi attribution modelini kullanaca\u011f\u0131 konusunda daha sa\u011fl\u0131kl\u0131 bir tart\u0131\u015fma ba\u015flat\u0131r.<\/p>\n\n<h2 class=\"wp-block-heading\">Rakam\u0131 Yan\u0131ltan Yayg\u0131n Hatalar<\/h2>\n\n<p class=\"wp-block-paragraph\">Form\u00fcl\u00fc do\u011fru kurmu\u015f olman\u0131z, elde etti\u011finiz sonucun otomatik olarak g\u00fcvenilir oldu\u011fu anlam\u0131na gelmez. Matematik do\u011fru olsa bile baz\u0131 yap\u0131sal sorunlar hesaplanan de\u011feri yan\u0131ltabilir. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Anahtar Kelime \u00c7ak\u0131\u015fmas\u0131n\u0131n \u00d6l\u00e7\u00fclmemesi<\/strong> Organik i\u00e7erik, \u00fccretli kampanyalar\u0131n da hedefledi\u011fi terimlerde s\u0131ralama ald\u0131\u011f\u0131nda, organik kanala atfedilen baz\u0131 d\u00f6n\u00fc\u015f\u00fcmler asl\u0131nda ziyaret\u00e7inin daha \u00f6nce g\u00f6rd\u00fc\u011f\u00fc \u00fccretli reklamlardan etkilenmi\u015f veya desteklenmi\u015f olabilir. Bu \u00e7ak\u0131\u015fma attribution modellerinde nadiren ayr\u0131\u015ft\u0131r\u0131l\u0131r. Sonu\u00e7 olarak organik kanal, asl\u0131nda \u00fccretli kanalla k\u0131smen payla\u015ft\u0131\u011f\u0131 d\u00f6n\u00fc\u015f\u00fcmlerin tamam\u0131 i\u00e7in kredi alabilir. Bu durum organik ROAS\u2019\u0131 oldu\u011fundan y\u00fcksek g\u00f6sterir ve daha da \u00f6nemlisi b\u00fct\u00e7e da\u011f\u0131l\u0131m\u0131 kararlar\u0131n\u0131 yan\u0131lt\u0131r.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Markal\u0131 Aramalar\u0131 Organik Toplamdan Hari\u00e7 Tutmak<\/strong> \u015eirketinizin ad\u0131n\u0131 do\u011frudan arayan kullan\u0131c\u0131lardan gelen markal\u0131 organik trafik, anlaml\u0131 bir gelir kayna\u011f\u0131d\u0131r ancak SEO etkinli\u011finin zay\u0131f bir g\u00f6stergesidir. Markal\u0131 terimler organik gelir hesab\u0131na dahil edilip ayr\u0131ca raporlanmazsa, organik ROAS rakam\u0131 marka de\u011ferini \u2014 ki bunu SEO tek ba\u015f\u0131na olu\u015fturmad\u0131 \u2014 SEO\u2019nun ger\u00e7ekle\u015ftirdi\u011fi organik talep yakalama performans\u0131yla birle\u015ftirir. Bu iki de\u011fer ayr\u0131 ayr\u0131 raporlanmal\u0131d\u0131r.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Gelir Yerine Pipeline Kullan\u0131m\u0131<\/strong> Uzun sat\u0131\u015f d\u00f6ng\u00fclerine sahip i\u015fletmelerde, belirli bir ayda kapanan gelir alt\u0131 veya dokuz ay \u00f6nce ger\u00e7ekle\u015fen organik oturumlardan kaynaklanm\u0131\u015f olabilir. Mevcut ay\u0131n SEO harcamas\u0131n\u0131 mevcut ayda kapanan gelirle e\u015fle\u015ftirmek, metri\u011fi de\u011fi\u015fken ve yorumlanmas\u0131 zor h\u00e2le getiren zamanlama uyumsuzlu\u011fu yarat\u0131r. Kapanm\u0131\u015f gelir yerine organik kanala atfedilen ve ilgili d\u00f6nemde olu\u015fturulan pipeline de\u011ferini kullanmak, daha istikrarl\u0131 ve aksiyona d\u00f6n\u00fc\u015ft\u00fcr\u00fclebilir bir sonu\u00e7 sa\u011flar.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>\u00dccretli Kanallar\u0131 Destekleyen \u0130\u00e7eri\u011fi G\u00f6z Ard\u0131 Etmek<\/strong> Organik i\u00e7erik, daha sonra \u00fccretli yeniden hedefleme yoluyla d\u00f6n\u00fc\u015f\u00fcm ger\u00e7ekle\u015ftiren potansiyel m\u00fc\u015fteriler i\u00e7in s\u0131kl\u0131kla ilk temas noktas\u0131 g\u00f6revi g\u00f6r\u00fcr. Bu nedenle \u00fccretli kanal\u0131n ROAS\u2019\u0131n\u0131n bir b\u00f6l\u00fcm\u00fc asl\u0131nda organik i\u00e7eri\u011fin yaratt\u0131\u011f\u0131 talebin devam\u0131nda olu\u015fur. Organik ve \u00fccretli kanallar tamamen ayr\u0131 \u00f6l\u00e7\u00fcld\u00fc\u011f\u00fcnde, \u00fccretli kanal organik kanal\u0131n ba\u015flatt\u0131\u011f\u0131 d\u00f6n\u00fc\u015f\u00fcmler i\u00e7in kredi al\u0131r. Organik ROAS\u2019\u0131n eksiksiz bir de\u011ferlendirmesi, en az\u0131ndan y\u00f6n g\u00f6sterici d\u00fczeyde bu katk\u0131y\u0131 da hesaba katmal\u0131d\u0131r.   <\/p>\n\n<h2 class=\"wp-block-heading\">Organik ROAS\u2019\u0131n\u0131z\u0131 Nas\u0131l Benchmark Etmelisiniz?<\/h2>\n\n<p class=\"wp-block-paragraph\">Organik ROAS i\u00e7in evrensel bir benchmark yoktur; \u00e7\u00fcnk\u00fc girdiler i\u015f modelleri, i\u00e7erik stratejileri ve sat\u0131\u015f d\u00f6ng\u00fcleri aras\u0131nda b\u00fcy\u00fck farkl\u0131l\u0131klar g\u00f6sterir. Bununla birlikte, y\u00f6n g\u00f6sterici aral\u0131klar beklentileri kalibre etmek ve performansta belirgin bir sorun olup olmad\u0131\u011f\u0131n\u0131 anlamak a\u00e7\u0131s\u0131ndan faydal\u0131d\u0131r. <\/p>\n\n<p class=\"wp-block-paragraph\">Ortalama s\u00f6zle\u015fme de\u011feri 5.000 dolar\u0131n \u00fczerinde ve sat\u0131\u015f d\u00f6ng\u00fcs\u00fc 30 g\u00fcnden uzun olan SaaS \u015firketlerinde, 18\u201324 ayl\u0131k istikrarl\u0131 yat\u0131r\u0131m\u0131n ard\u0131ndan desteklenen attribution modeline g\u00f6re 4x\u20138x aral\u0131\u011f\u0131nda olgun bir organik ROAS makul bir beklentidir. \u0130lk 12 ay\u0131 kapsayan erken a\u015fama programlarda ise organik trafik yava\u015f birikmeye ba\u015flad\u0131\u011f\u0131 ve i\u00e7erik yat\u0131r\u0131m\u0131 ba\u015flang\u0131\u00e7ta yo\u011funla\u015ft\u0131\u011f\u0131 i\u00e7in negatif veya 2x\u2019in alt\u0131nda ROAS g\u00f6r\u00fclmesi s\u0131k rastlanan bir durumdur. <\/p>\n\n<p class=\"wp-block-paragraph\">Sat\u0131n alma d\u00f6ng\u00fclerinin k\u0131sa oldu\u011fu ve son temas attribution modelinin organik katk\u0131n\u0131n b\u00fcy\u00fck b\u00f6l\u00fcm\u00fcn\u00fc yakalayabildi\u011fi e-ticaret i\u015fletmelerinde, oturmu\u015f programlar i\u00e7in 3x\u20136x aral\u0131\u011f\u0131nda son temas organik ROAS tipik kabul edilebilir. Daha d\u00fc\u015f\u00fck marjl\u0131 kategorilerde ise sa\u011fl\u0131kl\u0131 d\u00f6n\u00fc\u015f\u00fcm oranlar\u0131na ra\u011fmen d\u00f6n\u00fc\u015f\u00fcm ba\u015f\u0131na elde edilen gelirin daha d\u00fc\u015f\u00fck olmas\u0131 nedeniyle bu aral\u0131k do\u011fal olarak daral\u0131r. <\/p>\n\n<p class=\"wp-block-paragraph\">Ancak en faydal\u0131 benchmark, kendi performans\u0131n\u0131z\u0131n zaman i\u00e7indeki e\u011filimidir. Mutlak de\u011fer sekt\u00f6r ortalamas\u0131n\u0131n alt\u0131nda olsa bile organik ROAS\u2019\u0131n \u00e7eyrekten \u00e7eyre\u011fe istikrarl\u0131 bi\u00e7imde y\u00fckselmesi, \u00fc\u00e7 \u00e7eyrektir ayn\u0131 seviyede kalan daha y\u00fcksek bir ROAS de\u011ferinden daha sa\u011fl\u0131kl\u0131 bir sinyaldir. Bu metri\u011fin zaman i\u00e7inde bile\u015fik \u015fekilde b\u00fcy\u00fcmesi gerekir. B\u00fcy\u00fcm\u00fcyorsa i\u00e7erik stratejisi veya attribution metodolojisi yeniden incelenmelidir.  <\/p>\n\n<h2 class=\"wp-block-heading\">Hesaplamadan Stratejik Karara<\/h2>\n\n<p class=\"wp-block-paragraph\">Organik ROAS hesaplaman\u0131n amac\u0131 bir sunuma koymak i\u00e7in tek bir rakam \u00fcretmek de\u011fildir. As\u0131l ama\u00e7, kurum i\u00e7inde SEO yat\u0131r\u0131m\u0131yla ilgili kararlar\u0131n nas\u0131l al\u0131nd\u0131\u011f\u0131n\u0131 de\u011fi\u015ftirmektir. <\/p>\n\n<p class=\"wp-block-paragraph\">Organik ROAS d\u00fczenli olarak takip edilip zaman i\u00e7indeki e\u011filimi \u00f6l\u00e7\u00fcld\u00fc\u011f\u00fcnde \u00fc\u00e7 pratik de\u011fi\u015fim ortaya \u00e7\u0131kar. \u0130\u00e7erik brief\u2019leri yaln\u0131zca arama hacmine g\u00f6re de\u011fil, \u00f6ng\u00f6r\u00fclen gelir potansiyeline g\u00f6re de\u011ferlendirilmeye ba\u015flan\u0131r. SEO b\u00fct\u00e7e talepleri trafik tahmini yerine bir getiri modeliyle desteklenir. \u00c7o\u011fu \u015firkette b\u00fct\u00e7e alanlar\u0131n\u0131n payla\u015f\u0131m\u0131 tart\u0131\u015fmas\u0131na d\u00f6n\u00fc\u015fen \u00fccretli ve organik kanal kar\u015f\u0131la\u015ft\u0131rmas\u0131 ise bile\u015fik verimlilik ile k\u0131sa vadeli getiri aras\u0131ndaki daha anlaml\u0131 bir yat\u0131r\u0131m karar\u0131na d\u00f6n\u00fc\u015f\u00fcr.   <\/p>\n\n<p class=\"wp-block-paragraph\">Organik ROAS d\u00fczenli olarak takip edilip zaman i\u00e7indeki e\u011filimi \u00f6l\u00e7\u00fcld\u00fc\u011f\u00fcnde \u00fc\u00e7 pratik de\u011fi\u015fim ortaya \u00e7\u0131kar. \u0130\u00e7erik brief\u2019leri yaln\u0131zca arama hacmine g\u00f6re de\u011fil, \u00f6ng\u00f6r\u00fclen gelir potansiyeline g\u00f6re de\u011ferlendirilmeye ba\u015flan\u0131r. SEO b\u00fct\u00e7e talepleri trafik tahmini yerine bir getiri modeliyle desteklenir. \u00c7o\u011fu \u015firkette b\u00fct\u00e7e alanlar\u0131n\u0131n payla\u015f\u0131m\u0131 tart\u0131\u015fmas\u0131na d\u00f6n\u00fc\u015fen \u00fccretli ve organik kanal kar\u015f\u0131la\u015ft\u0131rmas\u0131 ise bile\u015fik verimlilik ile k\u0131sa vadeli getiri aras\u0131ndaki daha anlaml\u0131 bir yat\u0131r\u0131m karar\u0131na d\u00f6n\u00fc\u015f\u00fcr. <\/p>\n\n<h2 class=\"wp-block-heading\">Y\u00f6netimin Ger\u00e7ekten \u00d6nemseyece\u011fi Rakam<\/h2>\n\n<p class=\"wp-block-paragraph\">\u00dccretli medya ekipleri b\u00fct\u00e7e toplant\u0131lar\u0131na g\u00f6sterim say\u0131lar\u0131na dayanarak daha fazla b\u00fct\u00e7e istemek i\u00e7in girmez. Masaya bir ROAS de\u011feri, CAC e\u011filimi ve geri \u00f6deme s\u00fcresi koyarlar. Bu yakla\u015f\u0131m i\u015fe yarar \u00e7\u00fcnk\u00fc finans ekiplerinin anlay\u0131p de\u011ferlendirebildi\u011fi dili konu\u015fur: yat\u0131r\u0131m getirisi.  <\/p>\n\n<p class=\"wp-block-paragraph\">SEO da ayn\u0131 dili konu\u015fabilir. Veriler zaten mevcut. Metodoloji tan\u0131mland\u0131ktan sonra karma\u015f\u0131k de\u011fildir. Gereken \u015fey, trafi\u011fi nihai \u00e7\u0131kt\u0131 olarak g\u00f6rmekten vazge\u00e7ip gelir katk\u0131s\u0131n\u0131 nihai \u00e7\u0131kt\u0131 olarak de\u011ferlendirmeye ba\u015flamakt\u0131r.   <\/p>\n\n<p class=\"wp-block-paragraph\">Organik ROAS ilk hesapland\u0131\u011f\u0131nda kusursuz bir rakam olmayacakt\u0131r. \u0130\u00e7inde baz\u0131 varsay\u0131mlar bulunacak, attribution bo\u015fluklar\u0131 olacak ve muhtemelen istedi\u011finizden daha geni\u015f bir aral\u0131k ortaya \u00e7\u0131kacakt\u0131r. Bunda sorun yoktur. Kusurlu bir gelir metri\u011fi, kusursuz bir trafik metri\u011finden daha faydal\u0131d\u0131r; \u00e7\u00fcnk\u00fc en az\u0131ndan ger\u00e7ekten \u00f6nemli olan \u015feyi \u00f6l\u00e7meye \u00e7al\u0131\u015f\u0131r.   <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Her \u00fccretli medya ekibi ROAS \u00fczerinden \u00e7al\u0131\u015f\u0131r. Bu metrik, neredeyse her performans raporunun ilk sat\u0131r\u0131nda yer al\u0131r, b\u00fct\u00e7e da\u011f\u0131l\u0131m\u0131 kararlar\u0131n\u0131 y\u00f6nlendirir ve hangi kampanyalar\u0131n bir sonraki \u00e7eyrekte devam edece\u011fini belirler. Performans pazarlamas\u0131nda en yayg\u0131n \u015fekilde anla\u015f\u0131lan metriklerden biridir. SEO ekipleri ise h\u00e2l\u00e2 \u00e7o\u011funlukla t\u0131klamalar\u0131 raporlar. Tipik bir haftal\u0131k toplant\u0131da organik kanal i\u00e7in s\u0131ralama g\u00fcncellemeleri, trafik [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[35],"tags":[],"class_list":["post-1230","post","type-post","status-publish","format-standard","hentry","category-console-go"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Organik ROAS Nas\u0131l Hesaplan\u0131r? 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Bu metrik, neredeyse her performans raporunun ilk sat\u0131r\u0131nda yer al\u0131r, b\u00fct\u00e7e da\u011f\u0131l\u0131m\u0131 kararlar\u0131n\u0131 y\u00f6nlendirir ve hangi kampanyalar\u0131n bir sonraki \u00e7eyrekte devam edece\u011fini belirler. Performans pazarlamas\u0131nda en yayg\u0131n \u015fekilde anla\u015f\u0131lan metriklerden biridir. SEO ekipleri ise h\u00e2l\u00e2 \u00e7o\u011funlukla t\u0131klamalar\u0131 raporlar. 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(Ve \u00c7o\u011fu \u015eirket Neden Yanl\u0131\u015f Hesapl\u0131yor?) - VisibleWise","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:\/\/visiblewise.com\/tr\/blog\/console-go\/organik-roas-nasil-hesaplanir-ve-cogu-sirket-neden-yanlis-hesapliyor\/","og_locale":"tr_TR","og_type":"article","og_title":"Organik ROAS Nas\u0131l Hesaplan\u0131r? (Ve \u00c7o\u011fu \u015eirket Neden Yanl\u0131\u015f Hesapl\u0131yor?) - VisibleWise","og_description":"Her \u00fccretli medya ekibi ROAS \u00fczerinden \u00e7al\u0131\u015f\u0131r. Bu metrik, neredeyse her performans raporunun ilk sat\u0131r\u0131nda yer al\u0131r, b\u00fct\u00e7e da\u011f\u0131l\u0131m\u0131 kararlar\u0131n\u0131 y\u00f6nlendirir ve hangi kampanyalar\u0131n bir sonraki \u00e7eyrekte devam edece\u011fini belirler. 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