Meta
A retail brand running significant paid media across Meta and Google had no way to measure the true impact of digital spend on in-store sales. Each platform claimed full credit for conversions — making budget decisions impossible to justify.
Platform-reported ROAS was inflated and contradictory. Meta attributed conversions that Google also claimed. Neither platform accounted for in-store purchases driven by digital touchpoints. The CMO had no confidence in the numbers.
Built a unified data model ingesting Meta Ads, Google Ads, and POS transaction data into a centralised warehouse.
Implemented a data-driven attribution model using customer email matching to connect digital exposure to in-store purchase.
Created a single attribution dashboard in Power BI showing true cross-channel ROAS, reach overlap, and incrementality by campaign.
Ran A/B holdout tests to validate incrementality of key campaign types.
Reduced wasted cross-channel overlap spend by 24%.
Proved that 38% of in-store weekend sales had a digital touchpoint in the prior 7 days.
Enabled confident budget reallocation that grew total ROAS by 2.1x within one quarter.
Meta