Brands must expand their focus beyond return on ad spend (ROAS) to effectively measure the impact of retail media. A study by Criteo highlighted the importance of assessing incrementality through comparative analysis. They tested two groups: one exposed to ads and another that wasn't. This approach revealed that traditional KPIs tied to ROAS might not capture the full effectiveness of advertising. Instead, metrics like average order value and the number of new-to-brand shoppers provide a clearer picture of success. By looking at these broader metrics, brands can better understand their advertising impact and optimize their spending. The findings emphasize the need for a more comprehensive strategy in evaluating retail media efforts, suggesting that reliance on narrow indicators can lead to missed opportunities for growth and engagement.