From Adweek · Adweek Staff · · 30s
From ROAS to Real Results: Performance Marketing Shift
CPG brands gain real-time accountability through incrementality testing and third-party verification.
In brief
CPG brands gain real-time accountability through incrementality testing and third-party verification. CPG brands can measure digital promotions' true impact using incrementality testing and third-party verification instead of ROAS. Originally reported by Adweek.
Incrementality over ROAS
CPG brands measure true digital promotion impact through incrementality testing rather than ROAS.
Matched-audience testing
Real-time data identifies genuinely incremental sales through matched-audience testing.
Third-party verification
Independent verification builds trust in measured retail media results for CPG brands.
The bottom line
CPG brands can measure digital promotions' true impact using incrementality testing and third-party verification instead of ROAS.
