(Source: https://pltfrm.com.cn)
Introduction
Clicks and impressions are dead – today’s winners track incrementality, lifetime value, and private domain contribution. These five metrics and methods are separating 10× performers from the rest of the pack.
1. Incremental ROAS (iROAS) – The New North-Star Metric
1.1 How Top Brands Calculate It Weekly geo-holdout tests + platform lift studies → true incremental revenue divided by ad spend. Average iROAS across winning brands: 4.8–7.2× (vs. reported 12–15× by agencies still using last-click).
2. Private Domain Contribution Rate
2.1 Formula That Predicts Long-Term Success (Revenue from members added via ads ÷ total ad-driven revenue). Brands above 60% contribution typically survive and thrive; below 30% usually burn cash indefinitely.
3. Creative Fatigue Index & Refresh Velocity
3.1 7-Day Rule for Consumer Goods Creatives losing >30% CTR week-on-week must be replaced immediately. Leading brands refresh 20–40% of assets every 7–10 days.
4. Cross-Platform Path-to-Purchase Efficiency
4.1 72-Hour Multi-Touch Attribution Window Most conversions now happen within 72 hours across 3–5 touchpoints. Brands mapping this path reduce wasted spend by 40–60%.
5. Brand Lift vs. Direct Response Balance
5.1 Optimal Ratio for Sustainable Growth Mature overseas brands maintain a 25/75 split (brand-building vs. direct response) to protect pricing power while hitting revenue targets.
Case Study: German Luxury Home Appliance Brand – 618 Campaign Breakthrough During 618 2025, a German kitchen appliance leader worked with PLTFRM to run the first fully incrementality-tested campaign in its category. We cut underperforming Tmall search ads by 65%, doubled Douyin seeding + WeChat private domain budget, and introduced weekly creative fatigue testing. Result: reported ROAS fell from 14× to 6.8× (more honest), but actual incremental ROAS rose to 8.1× and member contribution hit 69% – the highest in the industry.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
