Perpetual Traffic [Case Study] Meta Andromeda Ads vs Amazon Ads: Who Wins?
Jul 29, 2025
John Moran, a marketing guru at Tier 11 alongside Ralph Burns, dives into the nuances of advertising across platforms like Meta and Amazon. They dissect a real case study revealing how businesses often misinterpret attribution metrics. Discover why focusing on contribution over attribution can unlock hidden profits. They also discuss the importance of harnessing tools like CAPI Import to streamline data and reduce wasted ad spend. Whether you're in e-commerce or services, their insights on optimizing your media strategy will reshape how you approach marketing.
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Ad Spend Doesn't Drive All Sales
- Ad spend in a brand with strong distribution often does not directly drive existing sales.
- This disconnect causes traditional ROAS metrics to be misleadingly optimistic about ad efficiency.
Use Incremental NCAC Metric
- Focus on incremental NCAC to measure real ad spend efficiency in growing customers.
- Target an incremental NCAC around $15 to $20 to maintain profitability when scaling.
Contribution Beats Attribution Insight
- Attribution measures who claims credit for the sale, but contribution evaluates true impact on sales.
- Many brand or organic sales contribute without attribution in paid platforms, misleading marketers about channel effectiveness.