Retail Media Incremental ROAS Calculator
Use proven incrementality adjustments to convert retail media sales lift into incremental ROAS and contribution profit so budget decisions stay grounded in causal impact.
For planning retail media budgets; reconcile with finance-approved attribution models before booking spend.
Examples
- Spend $150,000, baseline $1,200,000, observed $1,380,000, incrementality 70%, margin 35% ⇒ Incremental revenue $126,000.00, incremental ROAS 0.84x, incremental profit $44,100.00.
- Spend $40,000, baseline $250,000, observed $310,000, incrementality 60%, default margin ⇒ Incremental revenue $36,000.00, incremental ROAS 0.90x, incremental profit $10,800.00.
FAQ
How do I source the incrementality factor?
Run geo holdout, audience split, or randomized store tests and use the measured incremental share of lift as the input. Vendor-modeled incrementality can be used if methodology is disclosed.
What if observed sales are below baseline?
The calculator expects the media period to meet or exceed the baseline. If performance declined, investigate assortment or pricing changes before attributing results to media.
Can I model multi-touch campaigns?
Yes. Aggregate spend and observed sales across placements, but ensure the incrementality factor reflects the combined design so you do not double count uplift already credited to other channels.
Additional Information
- Result unit: incremental revenue and profit in USD plus the ROAS ratio.
- Margin defaults to 30% when left blank, representing a typical CPG contribution margin on incremental volume.
- Lift calculations assume observed sales are not seasonally adjusted; align baseline windows accordingly.