For years, marketers have relied on last-click ROAS (Return on Ad Spend) as the standard for media measurement. It’s straightforward, easy to explain to leadership, and readily available through platforms and web analytics tools. But, it’s also deeply flawed. By focusing solely on ecommerce performance, brands miss the full picture of their media impact—especially when a significant portion of sales happen in stores. Many marketers recognize this gap but struggle to make the leap because:
- Media platforms are historically optimized for digital-only KPIs like ecommerce conversions
- Incrementality-based measurement tools that quantify omni sales have been difficult to implement
- Internal teams are often resistant to change, clinging to familiar, outdated metrics
As a badged Meta Measurement Partner, Ovative partnered with Meta to measure their new Omnichannel Ads capability’s impact on omni revenue. By leveraging the incrementality-based measurement capabilities of EMRge™, Ovative demonstrated the power of an omni media strategy—optimizing media within platforms for omni sales and validating results with precision. Download the whitepaper by filling out the form below:
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