OPERATORS E123: The Meta Incrementality Report: Lessons from 640 Haus Experiments
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Jul 23, 2025 Olivia Kory, a data-driven strategist from Haus, discusses the power of incrementality in digital advertising. She shares fascinating insights from over 640 tests, revealing how Meta ads drive significant business performance. The conversation delves into the challenges of measuring organic demand and the importance of robust testing methodologies. Olivia emphasizes the role of omni-channel marketing and the shift towards automated strategies, shedding light on how brands can optimize their ad spend and navigate the complexities of today's advertising landscape.
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Delegate Ad Account Management
- Executives should spend less time managing ad accounts directly.
- Ensure someone on your team focuses on the ad account to avoid leaving money on the table.
Meta's Strong Business Impact
- Meta ads deliver undeniable and immediate impact, often driving significant business lift.
- On average, Meta contributes a 19% increase to brands' primary KPIs across channels.
Meta Underreports True Impact
- Meta's reported click-based attribution underestimates true impact by about 15% on D2C and 50% when including omni-channel.
- Significant sales occur outside direct channels, notably on Amazon and retail.