Learn how Branch Furniture used WorkMagic’s Geo-Incrementality Testing to understand the true impacts of its marketing channels and reroute spending to high-POAS channels to drive incremental growth.
“WorkMagic has been an incredible partner in helping to understand the incrementality of our marketing campaigns at a fundamental level. For anyone seeking expert guidance and a clean platform for incrementality testing and attribution analysis, WorkMagic is your choice!"
Sib Mahapatra, Co-founder of Branch Furniture
About Branch
Branch Furniture creates thoughtfully designed office furnishings to enhance workspace productivity and comfort. Their products are both functional and aesthetic, helping WFH individuals create more inspiring work environments. Initially launched as a direct-to-consumer brand, Branch has since expanded, partnering with prominent retailers like Amazon and Office Depot.
The Challenge
Branch wanted to understand exactly what paid ads were delivering to their business and how to drive sales for the brand efficiently
A Banzai survey revealed that nearly 80% of marketers use attribution modeling to determine which channels and touchpoints are most effective in generating lead conversions. The problem is that ad platforms take credit for purchases that would have happened anyway, so their data is inflated compared to the actual orders generated.
To make informed decisions quickly and avoid pouring money into ads that didn’t perform well, Branch needed a way to assess each channel’s impact accurately. However, with their current tech stack, Sib had no way of validating changes to their marketing strategy. That’s when Sib discovered WorkMagic.
WorkMagic’s geo-based incrementality testing can help Branch measure and compare campaign performance based on causation analysis. This allows them to optimize media spending on less effective channels and reroute marketing funds to those that yield more significant results.
As the privacy landscape has changed and the major ad platforms lean into aggregated + automated campaign structures, it's gotten harder and harder to rely on platform-reported attribution to make spend allocation decisions. Just picking a default MTA model from one of the typical "dashboard" type tools out there didn't seem like a rigorous solution.
The Solution
Incrementality tests that reveal the true impact
With WorkMagic’s ease of use and range of testing features, Sib decided to start with two incrementality tests to measure the true impact of their Meta ads and Google PMax campaigns, where they spent most of their marketing budget. Both experiments were set up within the WorkMagic platform by comparing ad delivery between control and treatment groups.
WorkMagic’s test found that Meta Ads’ true incremental impact was 12% of sales—a drastic difference from Meta’s reported 25% for the same time period, overstating the impact by 108%. When it comes to Google PMax, the test showed an actual incremental impact of 18%, compared to the 23% reported by Google Ads.
With the findings from incrementality tests, WorkMagic adjusted the attribution model for Branch Furnitures, showing them the most accurate ROAS and POAS metrics for each channel.
Using the channel dashboard, Sib realized that they needed to update Meta campaigns to get better returns and reallocate their spending accordingly.
The Results
Branch now has full confidence to increase the ad budget for incremental revenue and profit
Branch was able to use the insights from the attribution dashboard to help make better spend allocation and strategy decisions heading into a period of favorable seasonality. These changes helped drive positive results including:
113% incremental revenue generated from Meta ads
72% incremental revenue generated from Google ads
50% higher return on ad spend (ROAS) for Meta ads
19% increase in overall marketing efficiency ratio (MER)
Branch’s weekly sales
"The insights gained from our Meta incrementality test have been a game-changer for our marketing approach, allowing us to better allocate our resources and invest in what truly drives growth."