Brands should expand their measurement of retail media effectiveness beyond just return on ad spend (ROAS). A study by Criteo suggests using metrics like average order value and the number of new-to-brand shoppers for a more comprehensive view of ad performance.

Retail media advertisers are encouraged to move beyond the narrow focus on return on ad spend (ROAS) metrics to better understand the effectiveness of their advertising strategies. A new study highlights the financial growth of retail media but warns that over-reliance on ROAS can lead to wasted spending and missed opportunities for higher ROI. A more holistic approach to measurement is necessary to fully leverage the potential of retail media channels.