# From ROAS to Real Results: Performance Marketing Shift

> CPG brands gain real-time accountability through incrementality testing and third-party verification.
- Title: From ROAS to Real Results: Performance Marketing Shift
- Summary: CPG brands gain real-time accountability through incrementality testing and third-party verification. CPG brands can measure digital promotions' true impact…
- Keywords: incrementality, roas, cpg brands, performance marketing, retail media, third party verification, Adweek
- Source: Adweek — https://adweek.com/brand-marketing/from-roas-to-real-results-benoit-vatere-and-bryan-leach-on-the-future-of-performance-marketing
- Author: Adweek Staff
- Published: 2026-11-03T21:18:04+00:00
- Read time: 1 min
- Topics: incrementality, roas, cpg brands, performance marketing, retail media, third party verification
## 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.
## Key takeaway

CPG brands can measure digital promotions' true impact using incrementality testing and third-party verification instead of ROAS.