Purpose
The purpose was to determine whether the current campaign setup generated profitable incremental sales and whether an alternative setup could improve business outcomes.
The assignment also aimed to evaluate incremental conversion lift, sales lift, ROAS lift, and profitability between two campaign structures.
Deliverables
- Planning and execution of a conversion lift study
- Setup of test and control groups
- Comparison of two campaign cells
- Measurement of conversion lift
- Measurement of sales lift
- ROAS lift analysis
- Profitability evaluation
- Performance analysis across prospecting, retargeting, and Advantage+ campaigns
Evaluation of results
Two campaign cells were evaluated during the test period.
Cell #1 (BAU)
- Conversion lift: 938
- Cost per conversion lift: $10.27
- Lift score: >99.9%
- Sales lift: $103K
- ROAS lift: 10.7x
- Spend: $9,632
Cell #2
- Conversion lift: 753
- Cost per conversion lift: $12.78
- Lift score: 99.6%
- Sales lift: $271K
- ROAS lift: 28.1x
- Spend: $9,627
The analysis concluded that although Cell #1 delivered a lower cost per conversion lift, Cell #2 generated significantly higher sales lift and ROAS lift. Based on the stated business objective of prioritising incremental revenue and growth, Cell #2 was identified as the preferred setup.
Strategic reasoning from brief to execution
The strategic reasoning focused on measuring the true incremental impact of advertising rather than relying solely on attribution-based reporting.
The study was structured around a controlled testing methodology where one variable differed between the cells. The approach compared exposed and non-exposed groups to isolate the incremental effect of advertising activity.
The strategy also considered profitability, not only conversion efficiency, by evaluating both conversion lift and sales lift together with estimated margin contribution.
Innovation and new thinking
The assignment applied lift study methodology to evaluate incremental business impact beyond platform attribution metrics.
The reasoning focused on identifying whether advertising generated true incremental revenue and profit contribution rather than only lower acquisition costs.
The methodology also combined conversion lift analysis with sales lift, ROAS lift, and profitability calculations to evaluate long-term business value.
