How understanding retail media incrementality beyond sales reveals overlooked KPIs

Marketers rely on A/B testing as the gold standard for proving retail media’s impact, but it isn’t the only way. Brands that want to move faster, stretch budgets or measure impact across a wider set of objectives can use incrementality as a lens to uncover powerful campaign impact signals hidden in other KPIs.

For example, retail media shoppers who see both display and sponsored products click more and buy more often — delivering 3.2 times higher revenue per user than sponsored products alone. Buyers exposed to both also spend 10% more than those who weren’t exposed — demonstrating how integrated retail media campaigns can multiply performance that no single format could achieve on its own.

Download Criteo’s new report “The Retail Media Ripple Effect” to learn more about:

How to leverage retail media campaigns to attract new customers
Why paid ads can quietly lift unpaid performance
How to track competitor impact using share shifts to pinpoint gains and losses
How to scale smartly while protecting existing sales

Partner insights from Criteo

How understanding retail media incrementality beyond sales reveals overlooked KPIs

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