Measuring advertising success solely through Return on Ad Spend (ROAS) can be misleading. Instead, marketers should focus on a broader set of metrics, such as customer lifetime value, conversion rate, and engagement metrics, to gain a more comprehensive understanding of their campaigns' effectiveness.

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.