Paid media drives retail sales it never gets credit for

Key insights

• Before you cut a channel for weak returns on your own site, check what it drives in stores, on retailer websites and on Amazon.
• Read each channel two ways: the retail revenue it drives in total and what it returns per dollar. Totals mostly track budget, so look to the per-dollar view for retail growth.
• Keep your highest-reach channels for the awareness they drive. To grow retail, test added budget in the channels that return the most retail revenue per dollar for your brand.