Evaluating Meta ad impact to justify increased investment
As Meta became a key marketing channel, the brand faced two critical challenges: first, determining whether their Meta ads were delivering a positive impact on sales and net profit; and second, understanding how to reallocate their budget at the campaign level to maximize overall results. Their Head of Growth needed clear, reliable data to assess the profitability of their Meta ads and decide whether increasing the budget would drive better returns. Without concrete insights, scaling their advertising efforts was a risky approach for the brand.
Refining attribution model with incrementality testing
WorkMagic collaborated with the brand to design and execute a geo-based incrementality test, aimed at precisely measuring the impact of Meta ads. Over a three-week period, the test involved a control group and a test group to compare the performance of areas with and without active Meta ads. The experiment was structured as follows, allowing the team to isolate the true incremental lift that Meta ads were driving.

Through this test, the brand gained clear insights into the real contribution of Meta ads, revealing that their investment was generating a positive profit on ad spend (POAS). With these results, WorkMagic developed an incrementality-adjusted attribution model the brand could use to optimize its day-to-day media planning, tracking, and decision-making across campaigns.
Equipped with these insights and WorkMagic’s comprehensive dashboard, the brand decided to increase its Meta ad budget by 8.93% starting in July. They strategically focused on their top-performing campaigns, reallocating budget to those with the highest profit on ad spend, as identified by WorkMagic’s incrementality-based attribution model. For instance, they increased the budget for Campaign B by 23% based on its strong performance.

Increased Meta ad budget drives significant growth
With the increased ad budget and optimized spending on high-performing campaigns, the brand achieved impressive results:
34% increase in revenue from Meta ads
37% increase in net profit from Meta ads
11% boost in overall net profit
7.23% boost in GMV through optimized ad spending

This proved to be one of the brand's most impactful decisions, as the partnership with WorkMagic not only validated the value of Meta ads but also empowered the team to make data-driven, strategic decisions that drove significant growth in a short period of time.