# Target's Ad Metric Push

> Target's ad metric for sales growth faces advertiser resistance.
- Title: Target's Ad Metric Push · Adweek | Shortify
- Summary: Target's ad metric for sales growth faces advertiser resistance. Target's incrementality metric for sales growth is not widely adopted by advertisers despite…
- Keywords: target, roundel, incrementality, roas, advertisers, retail media, Target's, Metric, Push, Adweek
- Source: Adweek — https://adweek.com/commerce/target-is-pitching-an-ad-metric-to-drive-sales-but-most-brands-arent-fully-on-board-exec-says
- Author: Mitchell Parton
- Published: 2026-10-16T18:15:50+00:00
- Read time: 1 min
- Topics: target, roundel, incrementality, roas, advertisers, retail media
## Target's ad metric push
Target's Roundel advertising business executive says advertisers aren't ready to fully rely on incrementality measurement.
## Incrementality definition
Incrementality measures sales revenue generated by a campaign versus sales without the ad, often comparing test and control groups.
## Adopted by few
Only 8% of Roundel's advertisers use incrementality as their primary performance metric.
## Growth focus
66% of Roundel's advertisers say growing sales is their primary reason to invest.
## ROAS preference
Advertisers lean on simpler ROAS metric while wanting standardized retail media measurement.
## Incrementality benefits
Incrementality helps brands understand if media investment creates new demand or captures existing sales.

> Incrementality is a critical metric because it helps brands understand whether their media investment is creating new demand or simply capturing existing sales
## Key takeaway

Target's incrementality metric for sales growth is not widely adopted by advertisers despite its potential.