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Why we picked it 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.
