What is ROMO?

Return on Marketing Objectives (ROMO) is a measurement framework that evaluates how marketing efforts contribute to broader business goals—beyond immediate sales. It includes outcomes like brand awareness, customer engagement, retention, and market share growth, offering a more holistic view of campaign performance compared to traditional metrics like ROAS (Return on Ad Spend).

How does ROMO work?

ROMO aligns marketing activities with long-term business objectives by assessing the impact of campaigns across every stage of the customer journey—including post-purchase. It measures both direct and indirect outcomes across on-site, off-site, and brand marketing channels (e.g., social, search, connected TV), showing how ads drive broader business success and lasting customer value.

Types of ROMO:

ROMO can be applied across different marketing objectives, such as:

• Brand Awareness: Increases in reach, recognition, or share of voice
• Customer Engagement: Interactions like clicks, shares, or time spent
• Customer Retention: Repeat purchases or loyalty program participation
• Market Share Growth: Expansion in category share or new customer acquisition

How to measure ROMO:

ROMO is measured using a combination of metrics tailored to specific objectives, such as:

• Brand lift studies – for awareness
• Engagement rates – for interaction
• Retention rates – for loyalty
• Incrementality analysis – to assess causal impact beyond existing demand
• Share of market or new customer acquisition data – for growth

The choice of metrics depends on the marketer’s specific goals and desired business outcomes.

Why is ROMO important to marketers?

ROMO gives marketers a broader, more nuanced view of campaign success, helping justify investments in brand-building and upper-funnel activities—not just immediate sales. As retail media expands beyond performance marketing into brand and off-site channels, ROMO provides a way to evaluate true marketing impact and align spend with long-term business growth.

Who needs to know about ROMO:

Marketers, advertisers, and media buyers looking to:

• Measure full-funnel marketing performance
• Justify brand marketing investments on retail media networks
• Align campaign metrics with long-term business objectives
• Navigate emerging retail media measurement standards

Use ROMO in a sentence:

The Home Depot introduced ROMO to help advertisers measure how campaigns drive long-term objectives like brand awareness and customer retention—not just short-term sales.