Reading Sales Lift and ROAS
This page explains what the sales lift and ROAS shown under "Effect on sales" on the Ad Dashboard and the campaign page mean, and how they are estimated. Both are worked out every night from the actual sales of the stores that ran your ad.
What sales lift is
Sales lift estimates how much more the stores that ran your ad sold than they would have without it. "Extra sales from the ad" is shown as an amount, and "Sales lift" as a percentage.
What it is compared with
- Compared with stores that didn't run the ad: this method is used when the same business account has at least 3 stores that didn't run the ad and have sales data. It takes out changes that hit every store alike, such as season, weather and holidays, so the ad's effect comes through more accurately.
- Compared with sales before the campaign: when there are fewer than 3 stores to compare with, we compare with the sales of the stores that ran the ad over the 4 weeks before the campaign. Changes such as season can't be taken out this way, so treat it as a guide.
The "Effect on sales" section on the campaign page says which method was used.
How it is worked out
- For each store that ran the ad, we take its average sales on each weekday over the 4 weeks before the campaign. Saturday, for example, is the average of the last four Saturdays.
- Each day of the campaign gets its weekday's average. This is the baseline: what the stores would have sold without the ad.
- When comparing with stores that didn't run the ad, we see by what percentage their sales moved from their baseline over the same days, and apply that to the baseline.
- Actual sales minus the baseline is the "extra sales from the ad", and that difference divided by the baseline is the "sales lift".
What ROAS is
ROAS is the extra sales from the ad divided by the ad spend (before tax) over the same days. For example, if ¥10,000 of ad spend is estimated to have brought ¥35,000 in extra sales, ROAS is 3.5x.
Ads with a coupon also show, separately, the total of sales where the coupon was used. This is not an estimate: it is the actual amount of the sales that could be matched to coupon uses. It is aggregated per completed week (Monday to Sunday) and shown when there are uses at 5 or more stores and 20 or more uses.
When nothing is shown
- Fewer than 3 days have passed since delivery started.
- Fewer than 5 stores ran the ad, or there were fewer than 20 sales during the campaign. This is so that no store or customer can be identified.
- The stores that ran the ad have no POS sales data. Stores whose sales amounts we don't know, such as those with printed receipts only, are left out of the calculation.
When it is calculated and what it covers
- It is recalculated every night (around 3:30 a.m. Japan time) using sales up to the day before. Today's sales are not included.
- It covers the campaign from its first day of delivery to the day before, up to 90 days.
- App ad slots are not tied to any one store, so they are left out of the sales lift calculation.
Please note
Sales lift is an estimate. It can include changes in sales for reasons other than the ad, such as a sale the store ran on its own. When comparing campaigns, look at how many stores ran them and for how long, too.
Related help
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Billing and PaymentHow to add a payment method for retail media ads, what the monthly invoice covers and when it is issued, tax, and what happens if payment can't be confirmed.
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Getting Started with Retail Media AdsHow to go from creating a brand account to starting delivery, so you can run ads on store signage, receipts and apps.
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Adding a Coupon to an AdHow to add a coupon to digital receipt, printed receipt and app ads, and how the discount type, validity, coupon cap and cost work.
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Choosing Where Ads Run and Setting Your BidHow to set ad spaces, areas, store types, stores, days and hours, and your bid on a delivery unit's "Targeting" page, and how to read the estimated reach.
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Pricing and How You Are ChargedHow retail media ads are charged (your bid and the minimum price), when an impression is counted, and how budgets and impression caps work.