DRR

DRR - share of advertising expenses, advertising budget ÷ advertising revenue × 100%. This is the Russian analogue of Western ACoS and, in fact, the inverse of ROAS: DRR 20% is ROAS 5×.

DRR is more convenient than ROAS when talking to businesses, because it immediately reads as “the percentage of revenue that is consumed by advertising.” DRR 15% owner understands without translation. On marketplaces (Wildberries, Ozon), DRR has generally become the standard language - they use it to evaluate the health of card promotion.

A healthy DRR depends on margins. With a margin of 30%, the RRR above 25–30% means that advertising is working at zero or in minus. I look at the DRR in conjunction with the unit economy: the percentage itself does not mean anything, what matters is whether the profit remains after all expenses, and not just after advertising.

DRR calculator (next to ROAS) →