An omnichannel retailer reports eCommerce-only ROAS, but the CEO focuses on total company health. How should the practitioner redefine the bidder's instructions?

They should assign a value to store visit conversions to maximize total sales. Reporting ecommerce-only ROAS measures one channel and calls it the business, which systematically undervalues campaigns that send people into shops. Giving store visits a monetary value — derived from how often a visit leads to a purchase and the average basket size — brings offline outcomes into the same conversion value the bidder optimises towards. From that point Smart Bidding can weigh an online sale and a likely shop purchase on the same scale, and budget moves towards whichever genuinely produces more total revenue. Where transaction-level store sales data is available, importing it is better still, because it replaces the estimate with actual revenue. Either way, the principle is the same: the bidder should be optimising for total company sales, which is what the CEO is judging.