Marketing measurement questions beyond ROAS means tracking promotional impact, acquisition goals, and channel-specific margins, not one blended number. This matters because a single ROAS figure hides which promotions worked, whether customers were acquired efficiently, and how margins differ by channel. Without that granularity, marketers can’t hold ad partners accountable for outcomes that matter to the business. This video breaks down the measurement gaps marketers report most and how to close them.
Why Marketing Measurement Needs to Go Beyond a Single ROAS Number
Marketing measurement needs to go beyond a single ROAS number because that one figure can’t answer the specific questions marketers actually have, like which promotion worked, whether new customers were acquired efficiently, or how margins differ by channel and product. In this video, John Wallace, CEO of LiftLab, answers fundamental questions LiftLab hears about directly from marketers: understanding the impact of individual promotions like a 20%-off offer or a buy-one-get-one deal, optimizing toward a specific objective like customer acquisition cost instead of an aggregate ROAS, and tracking different margins across online versus in-store sales and across product categories.
Wallace notes these questions sit alongside the more fundamental ones marketers already ask about media plan economics and holding ad partners accountable. According to Wallace, the most recent release of LiftLab’s platform was built specifically to address this list.
In this video, you’ll learn:
How to assess the actual impact of specific promotions like “20% off” or “buy one, get one free” on your media plan
The importance of shifting focus from aggregate dollar metrics to granular objectives, such as optimizing for new customer acquisition or CAC
Strategies for tracking margin differences between online sales and brick-and-mortar stores, as well as varying product categories
How the latest release of LiftLab provides solutions to these fundamental economic questions regarding media performance and ad partner accountability
TIME STAMPFull Video Transcript: Marketing Measurement Gaps Explained
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In this transcript, LiftLab CEO John Wallace runs through the measurement gaps he hears from marketers most often, from promotional impact to channel margins.
[0:00 – 0:08] Introduction to Marketer Challenges
You know we are fortunate enough to spend a lot of our time talking to marketers and getting feedback from them and looking at the problems that they are trying to solve. I am going to share with you a list that we heard from them.
[0:08 – 0:26] Measuring Promotional Impact
Hey, when I am seeing the credit of how well my media plan performed, one of the things that I have to understand was what was the impact of promotions. Sometimes they want to know individual promotions; how did the 20% off do or the buy one get one free do? Something that we have heard from marketers.
[0:26 – 0:48] Optimizing for Granular Objectives
Another thing would be that they have certain objectives that their objectives change around, and sometimes they are trying to optimize their media plan for something like acquiring new customers instead of an overall dollar. They really want to juice the performance of acquiring new customers. They might not even be managing their business to a ROAS; they may be managing their business to a customer acquisition or a CAC.
[0:48 – 1:03] Tracking Online versus Offline Margins
You also can get questions from marketers that say, hey, I have different margins for when I am selling something online versus selling something in my stores, or selling this product category or this other product category. Maybe they have a very high margin product category or other ones that are closer to a loss leader.
[1:03 – 1:17] Solution with LiftLab
Look, these are all great questions. They are in addition to some of the fundamental questions around the economics of your media plan and holding your ad partners accountable. And what they all have in common is we checked them off the list; they are in the most recent release of LiftLab and we are so excited to get it into our customers’ hands.
Key Lessons: Closing Marketing Measurement Gaps Beyond ROAS
Promotional transparency: Marketing teams often lack visibility into how individual promotional offers drive performance. Gaining clarity here is essential for accurately evaluating media plan contributions.
Granular measurement: Moving beyond general ROAS to focus on specific business goals, like acquiring new customers, allows marketers to better juice performance and manage business health more effectively.
Margin accuracy: Tracking profitability across different channels (online vs. offline) and varying product tiers is a complex but necessary step for understanding the true economics of your media strategy.
Platform solutions: With the latest update to LiftLab, marketers now have tools specifically designed to solve these measurement challenges, holding partners accountable and optimizing overall media economics.
