CRITEO STUDY: HOW TO MAXIMIZE RETAIL MEDIA IMPACT BEYOND ROAS

Summary from the TLDR Marketing newsletter

Criteo's research found that retail media delivers value beyond ROAS by driving discovery, conversion, and incremental growth that last-click metrics miss. Full funnel measurement matters because paid exposure increases organic demand and purchase intent, as shown by conversion rates that are about 2x higher for shoppers who click sponsored ads and organic search clicks rising by over 50% in the Americas. Performance improves when investment and tactics scale together, since combining display and sponsored product ads lifts revenue per user by 3.2x, and increasing spend by more than 10% correlates with positive year-over-year organic sales growth.