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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.
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.