Most agency reports open with the same question: what was ROAS this month? It’s a fair question, but on its own it misleads. ROAS tells you how much revenue each unit of spend brought in. It doesn’t tell you whether you’re growing against your competitors.
What ROAS can’t see
The easiest way to raise ROAS is to move spend towards people who already know you: brand searches and remarketing. The report looks good, but you don’t win new customers. If a competitor is raising its impression share on generic searches at the same time, your brand searches start to shrink a few months later.
In short, ROAS looks inward: it shows how efficient your own campaign is. Market share looks outward: it shows how much of the shelf is yours.
Which data do we use to measure market share?
- Google Ads impression share and Auction Insights: how often competitors appear on the same searches.
- Brand search share: how much your brand is searched compared with your competitors’.
- Marketplace shelf share: where your products rank in category searches on Trendyol, Hepsiburada and Amazon.
- AI answer share: how often your brand appears when sector questions are put to ChatGPT and Gemini.
Reading them together
In the weekly report ROAS and market share sit side by side. You’ll find yourself in one of four situations:
- 1ROAS up, share upGrowth is healthy; the budget can go up.
- 2ROAS up, share downThe campaign is narrowing; give more to channels that bring new customers.
- 3ROAS down, share upYou’re paying for growth; check whether your margin can carry it.
- 4Both downCheck the measurement setup first, then creative and bidding strategy.
Making budget decisions without knowing which of these four you’re in is like driving without a map.
Let’s talk about this with your own data
In the meeting we look at your accounts and decide together which measurement matters for you.
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