{"id":144130,"date":"2024-09-24T16:01:38","date_gmt":"2024-09-24T16:01:38","guid":{"rendered":"https:\/\/www.rithum.com\/?p=144130"},"modified":"2024-09-24T16:04:54","modified_gmt":"2024-09-24T16:04:54","slug":"what-performance-metrics-really-matter-in-onsite-retail-media","status":"publish","type":"post","link":"https:\/\/old.rithum.com\/de\/blog\/what-performance-metrics-really-matter-in-onsite-retail-media\/","title":{"rendered":"What Performance Metrics Really Matter in Onsite Retail Media?"},"content":{"rendered":"<p>In a world where \u201cdata is king,\u201d it can be difficult to not get overwhelmed by all the metrics that are available to help determine whether a campaign is successful or not. To add to the complexity, retail media data also overlaps with merchandising and inventory data. All of which contribute to success within a <a href=\"https:\/\/www.rithum.com\/de\/blog\/new-white-paper-retail-media\/\" target=\"_blank\" rel=\"noopener\">retail media network<\/a> (RMN). Let\u2019s take a moment to link marketing funnel stages to their respective channels and the key performance indicators (KPIs) that are prioritized for each. Return on Ad Spend (ROAS) is often the most emphasized KPI in retail media (and digital marketing in general). However, it&#8217;s important to remember that ROAS can vary significantly. It depends on the ad unit and is not easily comparable across all channels.<\/p>\n<h2>Retail media: Onsite top to mid funnel<\/h2>\n<p><strong>Sponsored video placements<\/strong><\/p>\n<p>Video ad units allow consumers to engage with brands and products, allowing advertisers to tell their story directly to shoppers.<\/p>\n<ul>\n<li>While <strong>impressions<\/strong> may seem like a \u201csoft\u201d metric in online data, it plays a critical role in this ad unit.<\/li>\n<li>Another metric to prioritize is <strong>play thru rate<\/strong>. For example, did the consumer watch the entire video, or did they click elsewhere?<\/li>\n<li><strong>Click thru rate (CTR)<\/strong> is a consideration here, but not the primary KPI.<\/li>\n<\/ul>\n<p><strong>Display banners<\/strong><\/p>\n<p>Display banners, similar to video, can be a great way for advertisers to educate shoppers. It allows them to provide key value proposition of a product to the shopper. While ROAS may be lower than sponsored search, these units are valuable to the overall strategy for brand engagement.<\/p>\n<ul>\n<li>Again, <strong>impressions<\/strong> are a metric to prioritize. It gives a sense of the breadth of the retailer traffic to the particular page the banner is being served on.<\/li>\n<li><strong>CTR<\/strong> plays a larger role in this ad unit than video.<\/li>\n<li>We begin to consider <strong>ROAS<\/strong> for display banners. But know that in general display has a higher CPM than search and therefore typically a lower ROAS.<\/li>\n<\/ul>\n<h2>Onsite lower funnel<\/h2>\n<p><strong>Catapults and sponsored carousels<\/strong><\/p>\n<p>These units are introductory lower funnel. They can often integrate behavioral segmentation, while also allowing the shopper to see several key SKUs together. This helps demonstrate depth and breadth of a brand\u2019s portfolio.<\/p>\n<ul>\n<li><strong>CTR<\/strong> helps determine which of the products (when shown together) stood out to the consumer.<\/li>\n<li>The <strong>conversion rate<\/strong> is introduced here as we narrow our focus on lower funnel transactional behavior.<\/li>\n<li><strong>Cost per click (CPC)<\/strong> is a priority for evaluating the efficiency of your ad unit and whether you prioritized the right SKUs in this instance.<\/li>\n<\/ul>\n<p><strong>Sponsored product (search) ads (SPAs)<\/strong><\/p>\n<p>Keyword relevancy coupled with sophisticated automated or manual bidding will allow SPAs to stand out amongst other paid or organic search listings. The relevancy of the keyword search match the ad unit and product is critical for success, along with managing your bidding budget to be competitive amongst your product category,<\/p>\n<ul>\n<li><strong>Ad position<\/strong> is a metric that is correlated to the bidding budget as you outbid the competition and therefore have a better ad serving location (i.e. top of page)<\/li>\n<li><strong>CPC<\/strong> is crucial for assessing the efficiency of the ad unit and determining if the advertiser selected the most effective SKUs for the campaign.<\/li>\n<li><strong>Sales revenue<\/strong> is the total revenue attributed to your ad campaign.<\/li>\n<\/ul>\n<p>While it&#8217;s essential to highlight specific key metrics in retail media, the metrics prioritized will differ based on the campaign and the advertiser&#8217;s objectives. Marketers can leverage their understanding of marketing funnel channels and tactics, aligning these expectations with key data, as this approach is also relevant to retail media strategies. Ultimately, the most effective indicator of successful spending in any retail media network is an increase in sales, both from campaigns and overall sales growth. Schedule a demo <a href=\"https:\/\/www.rithum.com\/de\/request-a-demo\/\" target=\"_blank\" rel=\"noopener\">today<\/a>.<\/p>\n<p><em>Meghan Barden is <a href=\"https:\/\/www.linkedin.com\/in\/meghan-barden\" target=\"_blank\" rel=\"noopener\">director of global retail media<\/a> at Rithum.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a world where \u201cdata is king,\u201d it can be difficult to not get overwhelmed by all the metrics that are available to help determine whether a campaign is successful or not. To add to the complexity, retail media data also overlaps with merchandising and inventory data. All of which contribute to success within a [&hellip;]<\/p>\n","protected":false},"author":167,"featured_media":144121,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[10931,10905,7258],"asset-type":[13742],"audience":[13412,13409],"bio":[15512],"topic":[15513,15417],"class_list":["post-144130","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-digital-marketing-2-de","tag-marketplaces-de","tag-retail-media","asset-type-blog-de","audience-retailers-de","audience-brands-suppliers-de","bio-meghan-barden-de","topic-marketplaces-de-2","topic-retail-media-advertising-de"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3.1 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What Performance Metrics Really Matter in Onsite Retail Media? - Rithum<\/title>\n<meta name=\"description\" content=\"Learn what metrics help retailers and brands understand campaign success to thrive in a retail media network.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Performance Metrics Really Matter in Onsite Retail Media?\" \/>\n<meta property=\"og:description\" content=\"Learn what metrics help retailers and brands understand campaign success to thrive in a retail media network.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/old.rithum.com\/de\/blog\/what-performance-metrics-really-matter-in-onsite-retail-media\/\" \/>\n<meta property=\"og:site_name\" content=\"Rithum\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/facebook.com\/rithumcommerce\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-24T16:01:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-24T16:04:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/old.rithum.com\/wp-content\/uploads\/2024\/09\/Retail-Media-Metrics_BlogImage-3-1024x686.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"686\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Gretchen Salois\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@rithumcommerce\" \/>\n<meta name=\"twitter:site\" content=\"@rithumcommerce\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Gretchen Salois\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/old.rithum.com\\\/de\\\/blog\\\/what-performance-metrics-really-matter-in-onsite-retail-media\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/old.rithum.com\\\/de\\\/blog\\\/what-performance-metrics-really-matter-in-onsite-retail-media\\\/\"},\"author\":{\"name\":\"Gretchen Salois\",\"@id\":\"https:\\\/\\\/old.rithum.com\\\/de\\\/#\\\/schema\\\/person\\\/cf7b8988d399570a4ce07c8298f19fd4\"},\"headline\":\"What Performance Metrics Really Matter in Onsite Retail Media?\",\"datePublished\":\"2024-09-24T16:01:38+00:00\",\"dateModified\":\"2024-09-24T16:04:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/old.rithum.com\\\/de\\\/blog\\\/what-performance-metrics-really-matter-in-onsite-retail-media\\\/\"},\"wordCount\":647,\"publisher\":{\"@id\":\"https:\\\/\\\/old.rithum.com\\\/de\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/old.rithum.com\\\/de\\\/blog\\\/what-performance-metrics-really-matter-in-onsite-retail-media\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/old.rithum.com\\\/wp-content\\\/uploads\\\/2024\\\/09\\\/Retail-Media-Metrics_BlogImage-3.png\",\"keywords\":[\"digital marketing\",\"marketplaces\",\"retail media\"],\"inLanguage\":\"de-DE\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/old.rithum.com\\\/de\\\/blog\\\/what-performance-metrics-really-matter-in-onsite-retail-media\\\/\",\"url\":\"https:\\\/\\\/old.rithum.com\\\/de\\\/blog\\\/what-performance-metrics-really-matter-in-onsite-retail-media\\\/\",\"name\":\"What Performance Metrics Really Matter in Onsite Retail Media? 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