Are your retention campaigns actually providing value, or are they cannibalizing
By Gibby H · October 22, 2026 · Curated by George's Blog
Are your retention campaigns actually providing value, or are they cannibalizing sales that would have happened naturally?🚀
I recently ran a custom AMC incrementality report for a supplement brand in the workout space to find the answer to this question. The report compares consumers who saw the loyalty/retention DSP ads against a matched group that saw zero ads: no DSP, no Sponsored Products, no Sponsored Brands. The gap between the two is what the ads actually drove.
What we found 📈
- 11.6% of exposed customers repurchased vs 3.0% with no ad exposure
- About 74% of repurchases were incremental
- Of ~$373K in retention sales, ~$276K was driven by the ads
- The other ~$97K would have happened anyway
The fine print ✍
This is directional, but a nearly 4x lift in repurchase rate is hard to ignore.
Retention spend is always flagged by the question, "Would these sales have happened without an ad exposure?" This report helps determine the answer and can be run for each stage of the funnel to understand the true impact of deployed tactics!
#amazon #dsp #retailmedia #amc #btrmedia