Measuring beyond digital-only sales
1.7x
higher SKU ROAS when including in-store sales$104K
in attributable revenue for both online and in-store$41K
in revenue when measuring in-store only
A bakery brand partnered with a national retailer to run a sponsored product ad campaign, investing $21K during Q1 2025. Performance was measured across both online and in-store sales to understand the full impact of the campaign.
A bakery brand partnered with a national retailer to run a sponsored product ad campaign, investing $21K during Q1 2025. Performance was measured across both online and in-store sales to understand the full impact of the campaign.
Traditional reporting focused on online transactions, providing only a partial view of campaign effectiveness. By incorporating in-store sales, the brand gained a more comprehensive understanding of how retail media influenced shopper behavior.
When measured through an online-only lens, performance appeared moderate. Including in-store purchases showed significantly stronger returns, increasing SKU ROAS from 2.94 to 4.96 and capturing total revenue from $63K to $104K.
By expanding attribution beyond digital-only transactions, the campaign delivered a 1.7× increase in ROI and uncovered meaningful incremental revenue that would have otherwise gone unmeasured.
