Retail media teams should measure incremental sales, profitable online share, new-to-brand customers, contribution margin, and the point at which additional investment produces diminishing returns. The right mix depends on the campaign objective, but every metric should help the organization decide where to invest, reduce spend, or change course.

In a Commerce Media Brand Summit case study, Wesley Saraceni, now Vice President Consumer Experience (USA) at Mondelēz International, described a measurement framework designed to connect brand and sales priorities. "If there's a tool that can speak the language of brand and sales, incremental sales across everything, is it possible to start to flex dollars up and down the funnel and across accounts?" His point was that retail media measurement should not simply grade individual campaigns; it should support decisions across the business.

A separate 2026 discussion showed how one brand shifted beyond ROAS and ROI toward commerce-connected sales KPIs, including sales per click and sales per thousand impressions, to better connect media activity with profitable online share. A brand-side leader emphasized that net revenue and contribution margin remain central measures when assessing omnichannel investment.

Start by assigning one primary business outcome to every retail media campaign, such as incremental sales, new-buyer acquisition, profitable share growth, or contribution margin. Then add only the supporting measures needed to explain performance, establish a regular cross-functional review with sales and finance, and test where spending can be increased, reduced, or reallocated without compromising growth.

Join the next Commerce Media Brand Summit to learn how brand leaders are building practical retail media measurement frameworks that connect campaign activity to business performance.