Diving into Amazon Marketing Cloud: what can I use it for, really?
Why you need to be measuring this critical metric
Measure iROAS To Understand Full Impact
ROAS isn’t the whole picture, you also need this metric
If you’re measuring ROAS or have read our eBook, “The Shortcomings of ROAS,” you’re already aware of the challenges measuring ROAS alone can present, for instance:
Instead, companies should be measuring incremental return on ad spend (iROAS), which measures the amount of sales that would not have taken place in the absence of advertising activities.
Better understand the concept of incrementally, why measuring iROAS is effective and how to implement it in this guide.