When planning retail media campaigns, brands set diverse objectives and KPIs to define success. Yet, when it’s time to measure results, one metric dominates the conversation: short-term ROI.

Despite the variety of objectives, everyone zeros in on this number. Why? Because it's powerful, measurable, and undeniably crucial. But is short-term ROI the only metric that matters? We'll explore the undeniable advantages and hidden pitfalls of focusing on short-term ROI, and we'll also examine the strengths and limitations of other metrics that provide a broader understanding of campaign performance.