Every retail media network (RMN) measures success differently—setting its own rules for ROAS and using varied attribution windows. Many traditional measurement approaches rely on attribution models that credit conversions to ad exposure—without accounting for whether those purchases would have occurred regardless of the advertising. This can lead to inflated performance metrics and an incomplete picture of a network’s contribution to business outcomes. Without a consistent framework for measuring true incremental impact, advertisers navigate fragmented reporting systems where the numbers look good on paper, but budget decisions are made on shaky ground.

Incrementality measurement to understand causality

Advertisers need an accurate way to evaluate the impact of each RMN and understand which networks drive incremental business growth. Incrementality as a measurement standard shows the causal impact of marketing on sales and ROI, and brands view it as the desired approach to understand a network’s performance—and true value.

Incrementality allows brands to:

• Understand the genuine effect of commerce media
• Assess platform-level performance and optimize spend
• Accurately test new products and promotions

Experiment-based approach is the way forward

The industry is adopting an experiment-based approach as the key methodology for measuring outcomes, with the IAB defining it as the gold standard for proving causal lift. In this approach, the audience is split into two groups automatically, with people shown ads (treatment group) and people not shown ads (control group). The difference in total sales between the two groups indicates the sales lift and calculates incremental ROAS (iROAS). Different methodologies for approach include holdout tests, random controlled tests, or ghost ads—where ghost ads are considered industry-leading.

Sales Lift Measurement on DoorDash

DoorDash has built advanced measurement capabilities for CPG brands to measure relevant outcomes. With sales lift measurement, CPG brands can understand the true impact of their investment on DoorDash ads investment, and make smarter media decisions. With campaign lift studies, advertisers can measure sales lift and iROAS and form the right strategies across their marketing spend. DoorDash uses system level incrementality to ensure its ad platform delivers top performance across placements and aligns with advertiser objectives.

This year, DoorDash advanced its lift measurement methodology bringing ghost ads for lift measurement studies, ensuring more accuracy, tighter confidence intervals, and greater trust in ROI. Previously launched for Restaurant ads, now CPG brands can gain measurement results backed by this gold standard that establishes a strong causal lift.

Sponsored Product ads show a 30% sales lift overall and 65% for Snacks, according to DoorDash data. CPG brands have proven DoorDash drives incremental growth and reallocates budgets to its platform.

The future of incrementality measurement in retail media

With the launch of Sales Lift Measurement, DoorDash continues to invest in tools and advanced incrementality testing capabilities that help brands measure what matters and drive growth. DoorDash believes incrementality will play a bigger role in performance reporting and how RMNs improve their advertising products. As experimentation becomes more embedded, lift measurement will help identify which ad formats, placements, and experiences create value for both brands and consumers. This approach allows platforms to innovate confidently while ensuring new advertising solutions drive measurable, incremental growth.

Sales Lift Measurement is available for select advertisers via DoorDash’s Managed Service for Sponsored Products campaigns. Lift measurement for additional ad products is expected later this year.