Holiday measurement strategies

Brand A had a strong holiday season. They saw conversions go up, and their ROAS looked good. However, when the CFO asked, “how do we know those sales wouldn’t have happened anyway?” The room went silent. The budget stays flat for next year.
Brand B also had a strong holiday season. The difference is they ran a Conversion Lift study. They walked into January with a single number: 14,200 incremental conversions attributed to their Meta ads, at $7.40 per incremental result. When the CFO asked the same question, they had a clear answer.