Advancing Incrementality: Introducing Adjusted ROAS
Incrementality testing reveals crucial insights about true ad impact, but it comes with significant operational hurdles. The extensive resources required, coupled with lengthy implementation times, often restrict its use to major campaigns or periodic assessments. This limitation leaves a gap in day-to-day campaign optimization, where marketers typically rely on attributed ROAS despite its known shortcomings in capturing incremental value.
Adjusted ROAS: A Strategic Evolution
Adjusted ROAS bridges this gap, offering a nuanced approach to campaign measurement without the overhead of full-scale incrementality tests. This means you get:
- Dynamic data analysis: Using real-time user behavior patterns
- Organic activity modeling: Estimates probable user actions without ad exposure
- Rapid insight generation: Delivers incrementality-based estimates efficiently
Complementing Traditional Incrementality Testing
The best part? Adjusted ROAS doesn’t replace traditional incrementality testing—it enhances it. Instead of relying on time-consuming controlled experiments, it uses behavioral data modeling to deliver quick, reliable insights. While it doesn’t offer exact causal measurements, it provides high-quality estimates that are accurate enough to guide day-to-day decisions.
This approach is also far more versatile. It can be applied across most campaigns, unlike full incrementality tests which are often limited to specific, high-stakes scenarios. That makes it ideal for continuous monitoring, while still leaving room for full tests when major strategic choices are on the line.
Enhancing Campaign Strategy with Adjusted ROAS
Incorporating Adjusted ROAS into your measurement framework offers some notable strategic advantages:
- Expanded incrementality application: Bring incrementality thinking to a broader range of campaigns.
- Versatile campaign evaluation: Assess both major initiatives and smaller tactical efforts.
- Agile optimization: Make data-driven adjustments based on estimates without testing delays.
- Resource optimization: Reduce your operational burden without frequent controlled experiments.
How To Use Adjusted ROAS in Your Campaigns
It’s important to weave this approach into your broader measurement strategy. That means using it alongside attributed ROAS and other KPIs, so you’re getting a more complete picture of performance. It’s flexible enough to support both big-picture campaign reviews and more detailed, tactical optimizations.
Success also depends on making sure everyone’s on the same page. When teams across the organization understand what Adjusted ROAS represents and how to interpret it, it becomes a more powerful tool. And while it offers continuous insight, it still needs to be checked against periodic incrementality tests to keep things accurate and calibrated.
Future-Proofing Your Campaign Measurement
In the rapidly evolving mobile app landscape, metrics like Adjusted ROAS are becoming indispensable for maintaining a competitive edge. Integrating incrementality principles into daily campaign management lets marketers can make more informed decisions, allocate resources more effectively, and scale with greater confidence.
Adjusted ROAS represents a significant advancement in our ongoing mission to equip app marketers with tools that accurately measure and optimize true advertising impact. It offers a sophisticated yet practical approach to applying incrementality thinking more broadly, complementing rather than replacing traditional incrementality tests.
Ready to see how to take your campaigns to the next (measurable) level Adikteev’s Adjusted ROAS? Learn more or book a call with us to chat.
Best Practices to Elevate Retargeting
- Personalize messaging to reflect user behavior and context
- Use multiple creative types to reach different placements and audiences
- Test creative length. Fifteen to thirty second videos work well, but longer cuts can access new inventory
- Align messages to specific segments. One audience, one message
- Don’t assume your top UA creative will work here. Relevance drives re-engagement.
Start a conversation with your users
Retargeting isn’t about shouting louder, it’s about saying something worth hearing. With thoughtful segmentation, clear creative strategy, and a variety of formats, it can become one of your most powerful growth levers.
If you’d like to explore how to build retargeting strategies that resonate, the Adikteev team is here to help you reintroduce yourself.