Our newsletterVendor reportCassandra, 2025
Retail and e-commerce brands got the lowest Search Brand ROI of six industries, at a 3.19x median
Performance measurement
3.19x
median ROI for Search Brand in Retail & Ecom, the lowest Search Brand result in Cassandra's industry table
- Reader Note:
- ROI here is incremental revenue per $1 of ad spend, estimated by Cassandra’s marketing mix models. The all-industry Search Brand median is 4.14x. The report links the lower retail figure to strong organic presence: many brand searchers would click the free result anyway. A retailer at about 3x is near its industry norm, not underperforming. The report doesn’t give the number of advertisers behind this cell.
- Evidence:
- Modelled / projected
- Vendor interest:
- High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- 253 revenue-outcome marketing mix models from 59 unique advertisers, covering $383M in media spend; data spans 2023-2025. Each record is one channel from one model run.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Planning with a rough expectation, and sanity-checking your own assumptions.
Not for
- Reporting as what happened. This is what a model expects, not what anyone counted.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Nobody counted this directly — it's a calculation. The publisher worked it out itself, or took the ad platform's word for what its ads achieved.
- The source never says how this number was measured.
- The source says how much it looked at, but not how any of it was chosen.
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