Replace ROAS.
Buy media on causal signals.
Download the playbook for CPG leaders who need a clearer way to compare retail media performance, move budget with confidence, and understand what actually drives growth.
You’re Optimizing the Wrong Signals
Retail media is growing fast, but many teams are still buying on signals that reward credit instead of revealing impact. This playbook shows why ROAS falls short, what better causal signals look like, how stronger signals lead to better media decisions and how incrementality reveals where the next dollar should go.
$53.7B
US retail media network ad revenues in 2024 (IAB)
+23% YoY
Why roas is no longer enough
The bigger commerce media gets, the more expensive bad decisions become.
ROAS can look persuasive. But credited performance is not the same as growth. This playbook shows why teams need signals grounded in causation, not just attribution.
ROAS
- Shows what got credit
- Looks efficient in-platform
- Can overvalue demand capture
- Changes meaning across retailers
Incrementality
- Spend-driven impact
- Separates growth from credit
- Supports better budget decisions
- Creates a stronger cross-RMN view
Inside the playbook
A practical guide to buying media on stronger signal.
The playbook is built to help senior CPG leaders challenge weak measurement, ask better questions, and understand what a better standard looks like in practice.
Why ROAS creates false confidence
See four ways ROAS can over-credit performance, miss context, distort comparison, and undervalue the activity that builds growth.
The questions every retail media leader should ask
Understand the five questions that matter most when comparing retailers, moving budget, and planning toward growth.
The difference between credit and causation
See what credit signals tell you, what causal signals tell you, and why the distinction matters for better budget decisions.
A budget reallocation example
See how incrementality changes where spend goes, what wins more budget, and what drives stronger iROI and topline growth.
Why Incremental
The leader in causal intelligence for commerce media.
Incremental helps commerce media teams see what’s actually driving sales, compare performance more clearly, and act on stronger signals across retailers.
Purpose-built for commerce media
Built to understand pricing, promotions, inventory, buy box dynamics, search rank, and the broader media activity shaping demand.
Actionable incrementality
Signals designed to support in-flight optimization, smarter budget shifts, and stronger day-to-day growth decisions.
Media neutral
A more independent measurement standard for teams making budget and performance decisions across retailers.
Download the playbook.
Then see it come to life in a demo.
Get the guide to see how replacing ROAS leads to better media decisions and stronger growth. Schedule a demo to see it in action.
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