Summary
High ROAS doesn't always mean growth. By shifting its Amazon advertising from ROAS to iROAS, Ritual saw a +14% increase in incrementality in its first month with CommerceIQ.
Ritual switched to CommerceIQ’s Retail Media Management to get clear visibility into incrementality, automate bidding and budgeting across Amazon, and fuel more profitable growth.
The challenge
Strong ROAS, unclear revenue impact
Ritual had been running Amazon campaigns with another retail media tool that focused primarily on ROAS. On paper, the numbers looked healthy. But the approach wasn’t delivering true revenue impact.
The problem with optimizing for ROAS alone is that high figures often hide inefficiencies. Ads end up capturing demand that already exists, rather than driving new, incremental sales.
01
ROAS-only optimization
The previous tool focused primarily on ROAS
02
Hidden inefficiencies
High ROAS figures masked where spend wasn’t working
03
Existing demand
Ads captured sales instead of creating new ones
Looking for better measurement
Seeking better measurement and smarter automation, Ritual switched to CommerceIQ’s Retail Media Management to gain clear visibility into incrementality and fuel more profitable growth.
The solution
From ROAS to iROAS
Ritual partnered with CommerceIQ to shift its focus from ROAS to iROAS: the incremental revenue driven by advertising. Using CommerceIQ’s Goal Optimizer and AllyAI Media Teammate, Ritual automated bidding and budgeting across Amazon, optimizing every dollar for impact.
Capabilities used
01
Real-time incrementality optimization
Across campaigns
02
Keyword-level tracking
To identify high-performing opportunities
03
50+ data point analysis
Inventory, digital shelf, consumer behavior and more, to guide spend
Before
With CommerceIQ
Optimizing for ROAS
High figures that can hide inefficiencies
Optimizing for iROAS
Focused on incremental revenue driven by advertising
Capturing existing demand
Paying for sales that would happen anyway
Driving new sales
Growth without cannibalizing organic revenue
Limited measurement
Unclear true revenue impact
Clear visibility
Ad-driven sales separated from organic performance
The results
A measurable lift in the first month
Within one month, Ritual saw a clear difference in how its advertising contributed to the business.
+14% increase in incrementality
Improved campaign efficiency through automated bid and budget adjustments
Clear visibility into ad-driven sales vs. organic performance
Growth without cannibalizing organic revenue.
Since we’ve implemented iROAS optimization with CommerceIQ we saw a +14% incrementality lift in one month. Can’t wait to see what the rest of the year holds.
Why CommerceIQ
Unlike traditional tools that optimize for ROAS alone, CommerceIQ’s Retail Media Management maximizes business impact by focusing on iROAS, total sales and Share of Voice (SOV), empowering brands like Ritual to drive growth without cannibalizing organic revenue.
