Let’s be real — ROAS often takes centre stage in performance media. It’s flashy, easy to track, and provides immediate gratification when showcasing the value of your media investment. Enter controversial statement: ROAS isn’t the best measure of media success.
Say hello to WOAS (Waste of Ad Spend). WOAS is designed to provide brands with a clear, quantifiable understanding of their retail media efficiency. This proprietary “scorecard” evaluates a brand’s media management strategy and execution across more than 30 weighted criteria - effectiveness, budget allocation, and strategic alignment, to name a few.
Performance Marketing Isn’t Just About ROAS Anymore
ROAS is strongest when supported by a mix of performance KPIs (teamwork makes the dream work). When we focus solely on ROAS, we lose sight of the bigger picture, which can slow down real, sustainable growth.
[Insert generic question about media strategy]. You’ve probably heard this answer before: “It depends”. It sounds like a cop-out at first glance, but every business is unique. Like snowflakes, no two are the same. In such a dynamic retail and e-commerce environment, a one-size-fits-all approach simply doesn’t suffice anymore, and building media plans solely around ROAS can limit your brand’s potential.
At Podean, we’re advocating a shift towards a more balanced, business-aligned KPI strategy because strong media doesn’t just convert, it compounds.
So...what are realistic KPIs?
The best approach is to align your KPIs with each stage of the path-to-purchase funnel. That way, you’re fairly measuring what matters at every step.
- Upper-funnel (Awareness): Impressions, Video Completion Rate, Impression Share
- Mid-funnel (Consideration): DPVR, CTR (click-through rate), Cost-Per-Action, New-to-Brand metrics
- Bottom-funnel (Conversion): ROAS, TACOS, Conversion Rate, Repeat Purchase Rate
If your campaigns are centered around retargeting or brand defense, a high ROAS is expected, but that doesn’t automatically mean your business is growing. More often than not, it just means you're closing the loop on shoppers who were already likely to convert. There’s still value here, but it’s only one piece of the puzzle.
To understand the true impact, you need to look beyond ROAS. Measuring reach helps gauge how much new exposure your brand is getting, key for building awareness. Metrics like DPVR and CTR show whether you’re engaging the right audience in the consideration phase, not just the ones already ready to buy.
WOAS (Waste of Ad Spend)
Podean created WOAS to give brands a lens into inefficient spend. High ROAS doesn't mean your media is healthy. A campaign showing a 10:1 ROAS campaign may look impressive on paper, but if it is capped out by 10 am and only reaches return customers, there is work to be done.
WOAS shines light on waste so you can reallocate budget to high-impact growth areas like non-brand search, top-of-funnel awareness, or incremental ASINs.
If you haven't already, read more on WOAS here.
The takeaway? Real media strategy is about balance.
Build your KPIs in tiers, anchor them to individual business goals, and don’t be afraid to challenge near-sighted targets. A high ROAS isn’t always a win, and a low ROAS isn’t always a loss.
Take a step back. Look at the full funnel. And let your media work smarter, not just harder.
In the end, stop chasing misleading metrics. Contact Podean to see how WOAS can drive smarter, more sustainable growth for your business.
