Ecommerce Playbook: Numbers, Struggles & Growth The Measurement Roadmap: How it Works
Sep 25, 2025
Dive into the intricacies of the Measurement Roadmap, a framework that guides what to test in e-commerce. Discover the significance of incrementality testing and how it can illuminate vast discrepancies in platform reporting. Hear about the surprising results of Meta’s ad effectiveness and its influence on Amazon sales strategies. Unravel the importance of narrowing error margins for confident decision-making, and learn how to anchor choices in financial realities while interpreting unexpected test outcomes with caution.
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Sufficient Confidence Beats Perfect Certainty
- You don't need perfect information to decide; you need enough confidence to act.
- Taylor Holiday says probabilistic truths guide directional marketing decisions.
Use Aggregate Tests To Define Benchmarks
- Aggregating many incrementality tests reveals a channel's likely range and median effect.
- Taylor Holiday uses the median across tests as a benchmark factor for platform reporting.
Meta's 20% Underreporting Benchmark
- For Meta, CTC uses a 1.2 factor on seven-day click as a starting benchmark.
- That 20% upward adjustment matches House's published results and raises confidence.