Retail Media Reporting Dashboards: Essential Metrics and Features

Essential Dashboard Metrics

Delivery Metrics

• Impressions Delivered: Total ad plays multiplied by estimated audience in viewing/listening zone
• Reach: Estimated unique shoppers exposed to the campaign
• Frequency: Average number of times each shopper was exposed
• Completion Rate: For audio — percentage of ads played in full without interruption
• Uptime: Percentage of scheduled plays that actually delivered successfully

Performance Metrics

• Sales Lift: Percentage increase in advertised product sales vs. baseline or control
• Incremental Units Sold: Additional units attributable to the campaign
• ROAS (Return on Ad Spend): Revenue generated per dollar spent on the campaign
• Cost Per Incremental Unit: Campaign cost divided by incremental units sold
• Brand Switching: Percentage of purchasers who switched from competing brands

Audience Metrics

• Store Traffic During Campaign: Foot traffic during campaign flight
• Shopper Demographics: Age, income, household size of exposed audience (where available)
• Basket Composition: What else campaign-exposed shoppers purchased

Dashboard Features

Real-Time vs. Post-Campaign

Delivery metrics should update daily or near-real-time. Sales lift and attribution metrics typically update weekly or at campaign conclusion due to data processing timelines.

Store-Level Drill-Down

Advertisers want to see which stores perform best and worst. Store-level reporting enables geographic optimization and helps identify underperforming locations.

Creative Comparison

When running multiple creative executions, the dashboard should show performance by creative to enable A/B testing and optimization.

Export and Integration

Support CSV/Excel export and API access for advertisers who need to pull data into their own reporting tools and BI platforms.