Performance channels (Social, Google, Affiliate, Display, etc)
KPI: ROAS
Primary source: in-platform ROAS
Secondary source: last click attributed ROAS
Modification: after incrementality is calculated, modify both sources
Calculate true iROAS (through MMT, LRA, CIA, etc)
Modify platform aROAS and LC aROAS
Example:
aROAS = $2.5
iROAS = $5
aROAS mod = 2x
Program optimizations:
Test incrementality of different tactics (PRS, RTG, RTN)
Test inc of different buying models (conv, r+f, views, etc)
Test inc of different creative platforms (product vs lifestyle, etc)
Test inc of different budget levels and media mixes
Non-performance channels (CTV, YouTube, Influencer, etc)
KPI: ROAS (or often MER/ACOS at the biz level, supported by leading indicators)
Video content KPIs: reach, frequency, video engagement
Influencer type KPIs: reach, engagement, attributed traffic
Leading indicators: brand search demand, dir+org traffic
Optional: brand lift metrics (BLS study in-platform or third party)
Modification: after incrementality is calculated, apply to spend
Calculate true iROAS (through MMT, LRA, CIA, etc)
Apply coefficient to spend levels
Example:
iROAS = $5
Spend = $50k
iRevenue = $250k
Program optimizations:
Test incrementality of different tactics (PRS, RTG, RTN)
Test inc of different buying models (engagement vs convs, etc)
Test inc of different creative platforms (brand vs product, etc
Test inc of different budget levels and media mixes
Benchmarking and creating in-platform goals for Revenue
At times there is no incrementality measurement available, and no historical data
You can use standard benchmark assumptions based on business goals
Reach goal baseline: 15% of total addressable market
Frequency goal baseline: 2x avg frequency per week (acct aggregate)
Performance channel ROAS baseline:
Start with business goal (unit economics, COGS, LTV:CAC, etc)
Divide the business goal by a baseline of incrementality
In-platform: business goal ROAS divided by 2
Last click: business goal ROAS divided by 3
Example: biz goal ROAS = $6, IP = $3, LC = $2
Non-performance channel engagement metrics can use the industry dash