The Path to True Incrementality: A Retail Media Blueprint
How to Measure True Incrementality in a Retail Media Network
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Your retail media network reports strong ROAS, but your advertisers are asking harder questions. They want proof that those conversions wouldn't have happened without the ad. If you can't show clean lift, you're one audit cycle away from losing the budget. This guide covers four steps to build real incrementality measurement into your program -- and explains why the placement model you choose determines how easy that proof is to produce. Why Is Last-Click Attribution Killing Your Advertiser Relationships? Last-click attribution inflates ROAS by crediting any ad in the checkout window for sales that were already complete -- producing numbers that collapse the moment an advertiser runs their own holdout test. That's not lift. That's noise dressed up as performance. The core problem: your attribution window overlaps with purchase intent that your ad didn't create. The result is inflated ROAS numbers that fall apart the moment an advertiser runs an incrementality te...
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