Ecommerce Playbook: Numbers, Struggles & Growth CTC Summit '25: An inside look at CTC’s exact client growth strategy
Aug 12, 2025
Join Luke Austin, VP of Strategy at Common Thread Collective, as he shares insights on driving profit-focused growth in e-commerce. He discusses how geo-based incrementality tests reduce ad spend risks and enhance clarity in marketing decisions. Luke breaks down the unique performance of platforms like Meta and Google, guiding effective ad spending. Learn about scaling on channels like YouTube and TikTok, and the three core 'Units of Growth' that shape profitable brand expansions. It’s a masterclass in combining creativity with data for real success!
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Operational Incrementality Cuts Measurement Friction
- CTC built a lower-cost geo holdout incrementality tool to make gold-standard measurement accessible and operational.
- They integrate test results into reporting and daily targets so decisions reflect true incremental impact.
Platform ROAS Often Misrepresents True Impact
- Incrementality tests show platform-reported ROAS often differs from true incremental ROAS by channel.
- Meta clusters near 100% incrementality, Google Brand overreports, and Google Non-Brand varies widely.
Prioritize Tests Where Results Vary Most
- Test each brand and channel because incrementality varies brand-by-brand and channel-by-channel.
- Prioritize tests where reported results have the widest possible spread to reduce uncertainty.