Why Cross-Channel Marketing ROI Matters More Than Ever in 2026

Marketing in 2025 seems less like a funnel and more like a symphony—thousands of instruments, many tempos, one conductor: genuine business outcomes. As brands push harder for stronger cross-channel marketing ROI, users have switched from short-form videos to artificial intelligence-generated feeds to a combination of retail media networks (and e-commerce outlets like shoppable streams, many-to-many communication on vernacular platforms) and immersive augmented reality. 

As of 2025, digital accounted for nearly 74% of global ad spend, so brands now compete across an integrated, always-on digital ecosystem rather than in isolated channels. Therefore, brands now have less absolute power to dominate the marketplace by using an isolated channel. 

And the great question everyone is asking now is: 

Which channels will produce ROI(s) in 2026? The answer lies in a new “rulebook” of behavior created through AI, the shift to a privacy-first environment, the transition to unified measurement, creator commerce through digital platforms, and real-time personalized service. 

Let’s break down the 2025 Playbook of Cross-Channel ROI(s) to find what is producing ROI(s) now and will help in 2026. 

Rule #1: Measurement is a process of triangulation, not worshipping one source of data

Ditch the outdated notion of just a “single source of truth.” Marketers are increasingly doing better, more sophisticated marketing through the integration of MMM, incrementality testing, and user-level attribution (where appropriate). MMM is used to establish the marketing strategy, incrementality is used for bidding and budgeting, and touchpoint modeling informs creative development. 

As highlighted in the 2025 Association for Measurement & Evaluation (AME) study, incrementality is the most effective way to measure an ad’s true impact—and the combination of incrementality with both MMM and multi-touch attribution gives the best view of an advertising campaign’s performance. 

Practical advice: test for lifting regularly on your biggest channels, share what you’ve learned with MMM, and use that information to refine your decision-making on how, when, and where to spend your marketing budget going forward. 

Rule #2: Short-form video content = High attention ROI (but don’t allocate all your budget to short-form content)

In 2025, short-form video (TikTok, Reels, Shorts) has been identified as the best-performing channel by marketers due to its ability to provide the best ROI for both creative and awareness goals. However, just because a consumer has watched a short video doesn’t mean that they will automatically purchase any products from the brand.  

Short-form videos are an excellent way to increase your reach at a low cost and test creative products. When made correctly, these videos can help you build awareness of your company. And push interested customers into your own channels (email, app, SMS), where you can monetize them. 

For instance, create a 6–15 second product clip for Reels or TikTok, track interaction with UTMs and landing page data. And utilize a small holdout group to measure incremental purchases. 

Rule #3: Your Return on Investment (ROI) protection and assurance comes from owned channels

As platforms and privacy regulations change, having first-party (owned) relationships provides you with a way to measure true ROI. In 2025, email, social media, mobile websites, desktops, and apps will still be the primary means of communication between businesses and consumers for most businesses.  

Teams that make better use of their own data report on higher activation rates and lower CPA. Use creators and paid social media to create demand for products/images/services; use your email campaigns, in-app messages, and conversations through other channels like WhatsApp to complete the transactions and turn leads into sales. 

Tip: Develop all of your paid creatives with a focus on an end-to-end customer journey that includes owned-channel touch points (i.e., email marketing, deep link to an app, or opt in to receive messenger communications). 

Rule #4: Consider creator marketing as a channel rather than an influencer pastime since it is its own conversion engine

Think of creator marketing as its own conversion engine—many brands think of it merely as “creating” influencer-based content to increase sales; instead, treat creator marketing as one of many marketing channels. 

Brands began leveraging a creator economy that has developed into a major pathway for building brand loyalty, revenue generation, and corporate sustainability many years ago. Many brands, especially new brands, as well as existing brands that were previously skeptical of working with creators, now recognize the value of establishing relationships with creators as channel partners. 

 Brands that create relationships with creators by providing well-defined briefs, clear performance metrics, and attribution frameworks benefit from the effects of a multi-dimensional funnel by creating value for the entire funnel while creating measurable results in the process. 

 To create your own creator marketing playbook for success, include a section on when to activate your creators, what unique promotional links will be provided to your creators, and how you will validate that creator marketing drives increased performance. 

Real-world proof: How U.S. brands nailed Cross-Channel ROI in 2025

To illustrate how brands successfully implemented effective cross-channel ROI in 2025-2026, we have two case studies below of two US campaigns that utilize the latest return-on-investment (ROI) formula developed from multi-touch methods. The two case studies illustrate how, through the combination of Creators, Social Video, Retail Media, and Unified Measurement, brands were able to generate revenue beyond impressions alone. 

American Eagle x Sydney Sweeney (2025)

American Eagle partnered with Hollywood star Sydney Sweeney to execute a video campaign utilizing all channels—TikTok, Instagram, and YouTube. The result was increased social media buzz and increased denim sales. 

To understand what made this partnership successful, consider that the use of a creator-led short-form video, combined with paid social and retail/eCommerce integration, provided a full-funnel boost to denim sales. 

Dunkin’ x Sabrina Carpenter (2025)

Dunkin’ launched their “Strawberry Daydream” campaign by using a fun video highlighting a hotline where consumers were able to call in and win prizes through voice messages to pop-singer Sabrina Carpenter. The video went viral on TikTok and Instagram and resulted in increased app orders and traffic to Dunkin’ stores. 

 In a similar vein as the American Eagle campaign, the Dunkin’ campaign was successful due to the use of Pop-Culture Storytelling, short-form content and omnichannel distribution – therefore achieving awareness, discussion, and ultimately, purchase. 

Cut to the chase

If your focus in 2026 is going to prove ROI very quickly. This 90-Day Plan has been designed to be your best-kept fast track towards a path with measurable wins and results. Would you like to turn scattered channels into a single revenue-generating machine? If so, let’s create a custom cross-channel strategy just for you!