Build An Incrementality Scorecard From A Campaign Readout
Create a retail media scorecard that distinguishes attributed sales from incremental value and guardrails.
A campaign spent $80,000 and reported $520,000 attributed sales. A matched-market test estimates $128,000 incremental sales. Contribution margin is 31 percent, new-to-brand buyer share is 22 percent, and out-of-stock stayed below the agreed guardrail. OKR-style scorecard: objective, evidence, guardrails, recommendation The common trap is treating attributed ROAS as the whole result. It answers what the attribution rules credited, not what changed versus a counterfactual or whether the sales were profitable. Step 1 Attributed ROAS = attributed sales / spend = $520,000 / $80,000 = 6.5 Useful for buyer reporting and campaign comparison, but not enough to prove incrementality. Step 2…
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