What if most of your Meta results would’ve happened anyway? | Peter Buckley posted on the topic | LinkedIn
📊 Every advertiser should run conversion lift tests every 90 days. This helps determine what Meta truly drives and how many sales would’ve happened regardless. Kantar reports 62% of MMM advertisers now use lift tests for calibration. These tests, which involve a control group not seeing ads, are vital for understanding incremental impact and apply beyond Meta to platforms like Search and TikTok. Want to evaluate your performance team? Check how many Meta lift tests they’ve conducted recently.
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