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Haus

1 resource from Haus we point founders to, and the questions each answers.

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Explains the mechanism behind why 'your Meta ROAS' and 'your real ROAS' are two different numbers, and how to measure the gap between them.

Understanding Meta incrementality testing

From Haus

  • Platform-reported ROAS is typically 30 to 50% higher than incremental ROAS once you strip out sales that would have happened anyway.
  • A geo holdout or conversion lift study reveals the true incremental lift behind the dashboard number.
  • Retargeting is usually the most over-credited campaign type; a campaign showing 4x on the dashboard can be closer to 2.8x incremental.
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Answers What ROAS should I realistically expect from Meta ads for my D2C brand?
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