Why Retail Media Needs Better Mid-Funnel Metrics

Retail media reporting often jumps from exposure to purchase. The campaign was delivered, then sales were checked. That misses the middle of the journey, where shoppers build understanding, compare options and decide whether a product is right for them.

This middle stage matters in physical retail. A shopper standing at a display may not be ready to buy immediately. They may need to compare two models, check compatibility, understand a feature, look at use cases or confirm value. If the campaign helps with that process, it is doing important work even before a transaction appears.

Mid-funnel metrics capture this work. In a MyPlayer environment, those metrics can include product story views, comparison behaviour, quiz completion, finder selections, feature module engagement, poll responses, dwell time, repeat product interest and clicks to retailer-approved next steps.

These signals are especially important for categories with complex decisions: appliances, computing, phones, smart home, TV and audio, gaming and health and beauty. In these categories, shoppers often have questions that printed POS or passive media cannot fully answer.

Without mid-funnel metrics, brands may undervalue content that improves confidence. Retailers may undervalue touchpoints that help shoppers stay in the retailer journey. Agencies may struggle to prove the role of creative beyond visibility.

Better mid-funnel reporting also improves optimisation. If shoppers repeatedly use a product finder but rarely click onward, the recommended product path may need work. If shoppers view a feature module but abandon before comparison, the next step may be unclear. If one store generates strong product interest but low sales, stock, pricing or staff behaviour may need investigation.

Mid-funnel metrics do not replace bottom-funnel results. They make bottom-funnel results easier to understand. Sales tell you what happened at the end. Mid-funnel engagement helps explain how shoppers got there or why they did not.

For in-store retail media to mature, it needs to be judged on more than exposure and sales. It needs a language for consideration. That is where engagement metrics become commercially important.