How do you measure the success of Performance Marketing?

Most clients face difficulty in understanding the success of their performance marketing efforts. A common reason being ROAS is not as per the expectation.

However, what many of us fail to understand is, how performance marketing impacts the overall business.

The most effective way is to analyse the growth of your overall business during a time period when you maxed your performance marketing efforts. Reason being, while the ads to 'land' on your website, but they reach a variety of audience.
Some of this audience will buy from you directly on the website, some may move to a consideration phase and purchase the product when they spot it in retail, some may be in a position to collaborate with you on a corporate / bulk deal.
When you consider all of this, the ROAS will look much better than what the platform directly displays.

Another way to look at it is, when we do OOH / ATL advertising we measure success with the way our business flourishes on an overall scale during the time period of running the said campaign.

The logic is the same!

In fact, performance marketing with content creation is the most effective fuel you can invest in for your business. These two together can scale your business to a ROAS > your expectation.

Do share your observations around this not so famously talked about marketing technique.