Challenger Brands Don’t Need More Budget, They Need Better Measurement

Image credit: Reza Shahmoradi via Unsplash

In a world where retail media networks are booming and every brand is shouting for attention, it’s easy to assume the solution for growth is simply more spend. But for challenger brands, the reality is different. Outshouting the competition rarely works. What matters more is visibility: understanding what’s actually driving results and having a clear, accurate view of performance.

Measurement remains the blind spot in many campaigns. Traditional client-side tracking can underreport conversions, misattribute sales, and hide the true returns. Without clarity, brands risk optimising toward incomplete data, making decisions that leave performance on the table.

A recent case with a home automation challenger brand illustrates the difference. Partnering with Hotspex Media, the brand tested server-side tracking (SST) alongside its existing client-side pixel setup to see whether it could unlock more accurate performance measurement.

The approach was straightforward:

• Implement server-side integrations alongside existing client-side tags.
• Compare event volumes, conversion attribution, and ROAS between the two methods across Meta (Facebook/Instagram) and Google Search campaigns.
• Initially optimise toward client-side conversions, then shift optimisation to server-side events once early results highlighted stronger performance.

Server-side tracking significantly outperformed client-side methods, delivering:

• ​46% more conversion volume​
• 73% higher ROAS

By removing the blind spots in measurement, the team was able to confidently optimise campaigns, effectively allocate spending, and prove the true impact of media investments.

The lesson for any brand, especially challengers, is simple: before turning up the volume, make sure you can see what’s actually working. Better measurement doesn’t just improve reporting; it creates the foundation for smarter strategy, stronger ROAS, and real competitive advantage.

Read more from Reticle here.