Why you need to be measuring this critical metric

    August 30, 2022

    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:

    • ROAS is a lagging indicator and can’t predict future performance
    • Some retail channels use last-touch attribution modeling ROAS, which ignores the top-of-funnel influence some advertising has.


    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.


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