Retention is often overlooked when it comes to paid media strategy. New customer acquisition is typically the main focus as businesses prioritise growth, shaping how campaigns are structured, audiences defined, and creative developed. While acquisition is essential for scaling, this focus on growth often means retention strategies are missed, with more reliance placed on other channels like email marketing.

Incrementality is defined as the measure of the true, additional value created by paid media activity, i.e. what occurs solely because of your efforts and would not have happened otherwise. As a result, brand awareness activity is more important than ever. Today, 63% of globally surveyed customers are purpose-driven, choosing to purchase from brands which align with their values. This shift creates the necessity for brands to move away from solely bottom-of-funnel, conversion-focused paid media strategies and invest in storytelling marketing. So what is the challenge in measuring brand awareness activity and how can we accurately measure incrementality?

Earlier this year, those using Shopify may have been affected by a technical issue when evaluating new vs returning customers, where an additional (and confusing) ‘N/A’ category was included. Our team investigated the matter and recounted how this was examined, highlighting the relevance of the issue.

When using paid media strategies to grow your brand and acquire new customers, an often overlooked strategy is top of the funnel lead generation. As brands are looking for ways to reduce reliance on direct response campaigns, lead generation can be a key element of paid media activity that spans across the funnel.

Brands are becoming increasingly conscious of improving customer lifetime value (CLTV) in order to maximise profitability and justify rising customer acquisition costs. It is generally accepted that customers with a long-lasting relationship with a brand are more profitable than those who only purchase once, but is this metric alone a true measure of profitability?

Performance Max has been instrumental for scalability since its roll out in November 2021 (since the sunsetting of Smart Shopping), acting as a reliable vehicle for budget increases without compromising on ROAS.

Sale is not a novel strategy for ecommerce brands, and is commonly used in tandem with a paid media strategy to maximise profitability, boost customer acquisition and re-engage existing customers.