EMARKETER unpacks Incremental ROAS (iROAS), discussing its purpose in solving attribution mysteries and how advertisers can use it to evaluate true performance.
EMARKETER unpacks Incremental ROAS (iROAS), discussing its purpose in solving attribution mysteries and how advertisers can use it to evaluate true performance.
Luke Austin breaks down how to calculate normalized iROAS to bridge the gap between platform-reported ROAS and actual incremental revenue.
Introduction of the PAM (Profit Allocation Model) which uses iROAS and iCAC to interpret a channel's true contribution to revenue versus platform reporting.