Reference table
7 questions to ask every retail media network
What a good answer looks like, and the red flag for each
A checklist table of seven questions brands can put to any retail media network before trusting its reported ROAS. It covers the attribution window, view-through versus click-through, the share of extrapolated sales, holdout tests, who builds the control group, new-to-brand reporting and log-level data, with a good answer and a red flag for each. Built from the IAB/MRC Retail Media Measurement Guidelines. Koji adds shopper interviews to explain what the ads changed.
Where this appears
What's in this reference table
| Question | A good answer | Red flag |
|---|---|---|
| What is the attribution window, by campaign type | A specific number, disclosed before launch, with the empirical basis | It varies, or a number you learn after the fact |
| Is it view-through, click-through, or both | Reported separately, with view-through broken out | A single blended ROAS |
| What share of reported sales is extrapolated | A percentage, with the extrapolation method described | The question is treated as unusual |
| Can we run a holdout | Yes, with a documented design | Only network-run lift studies |
| Who constructs the control group | An independent party, or a design you can audit | The network, unexplained |
| Are new-to-brand buyers reported | Yes, defined and separated from repeat | Only total attributed sales |
| Can we get log-level data | Yes, via a clean room or export | Aggregated dashboards only |
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
html
<a href="https://www.koji.so/visuals/questions-to-ask-retail-media-networks"><img src="https://www.koji.so/visuals/questions-to-ask-retail-media-networks/questions-to-ask-retail-media-networks.png" alt="Table of seven questions to ask a retail media network about attribution windows, extrapolation, holdouts and data access, with good answers and red flags." width="1200" height="906" /></a>
<p>Source: <a href="https://www.koji.so/visuals/questions-to-ask-retail-media-networks">7 questions to ask every retail media network</a>, Koji</p>
