Meta Performance Marketing Summit is basically the Coachella of DTC dinners Just overhead someone say they’re going to “hit the Elevar afternoon set, run for the tailend of Northbeam x CTC, and then go to the WorkMagic closer”

Last-click attribution miscredits performance by 37% on average and underreports CTV impact by 105%, according to WorkMagic data. In a new report, learn why incrementality is the new measurement imperative. Download Now: tinyurl.com/32rtmnjd

If you wanted to earn trust from advertisers with big budgets I think you should offer funded tests with WorkMagic or Haus like other similar channels do.

if ur spending $20-30k per day on META or GOOGLE u can ask the platforms directly for a FREE INCREMENTALITY TEST through Workmagic or Sellforte free. they literally give it to u cause they want u to spend more. it's in their interest. majority of ecom brands have no idea this exists we just did this for a client running heavy on Meta and Google Meta came back at 1.7x iROAS. YouTube at 1.9x. that means u can set lower in-platform targets at scale without panicking cause u actually know what each dollar is doing the brands scaling past $500k/mo aren't guessing. they know exactly which dollars are working. ask ur reps. it's free. stop guessing 🙏 DM me "GADS" if u want help making sense of the data once u get it - Finlay

IF YOU ARE SPENDING OVER $20-30K/DAY ON META/SNAPCHAT/TIKTOK ASK THEM DIRECTLY FOR A FREE INCREMENTALITY TEST THROUGH WORKMAGIC OR SELLFORTE they are incentivized to give this to you if it means having more confidence in their platform to spend more and it'll allow you to see the TRUE impact of Meta/Snapchat/Tiktok on your business you'll be surprised by how poorly certain channels may be performing for you we just got this done for another brand spending $140k/day on Meta and $90k/day on Google and Youtube Meta came back at a 1.5x iROAS and youtube came back at 1.7x... which allows us to have a lower in-platform target at scale

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$11.7 million spent on youtube ads for a single ecom brand in the last 12 months. projecting $25 million this year $0.99 average CPC 2.6 billion impressions 11.8 million clicks all through Demand Gen (Youtube) campaigns look at that spend curve we started under $5K/day and scaled to over $150K/day in spend here's why most brands will never do this: they tested youtube once, ran some skippable in-stream ads with a repurposed meta creative, saw a bad CPA in their google ads dashboard after 2 weeks, and decided "youtube doesn't work for us" that's like test driving a car in first gear and deciding the engine is broken what actually makes youtube work at this scale: the creative can be very different from meta. cold audience creative needs to be 45-90 seconds, tell a story, and hook in the first 5 seconds. you can't just resize a meta UGC clip and expect results measurement has to change. if you're judging youtube on last-click ROAS in google ads you'll lose every time. youtube drives new customers that convert later through branded search, direct, and organic. we use blended MER, Google only LPs, Incrementality tools like WorkMagic and Northbeam, and geo holdout tests to measure true incrementality the new visitor percentage is the number nobody talks about. across our entire book of business, youtube drives 75% new visitors vs meta at 55% - at scale, on average. that means youtube is finding people who have never heard of your brand at a better iROAS than meta Demand Gen is the campaign type. not skippable in-stream. not video action campaigns. Demand Gen with the right targeting. most brands put too much on retargeting and wonder why they can't scale... we're averaging around 70% of an account's budget on Youtube Ads at scale and 30% on Search, Shopping, P MAX we manage $200M /year in google and youtube ad spend the brands doing $100K /day almost always have youtube as their biggest growth lever. their competitors aren't running it, or they tested it once and gave up this is the most underleveraged channel in ecommerce in 2026 the data is sitting right here

When you’re scaling paid media, the hardest question isn’t what’s converting — it’s what’s actually profitable. That’s the problem @aviatornation set out to solve as they scaled video-first channels like TikTok and Snapchat. As Cory Uehlein, their Head of Growth & Retention, puts it: “When you’re validating performance with finance, there are a lot of questions around margin impact and profitability — and WorkMagic has been huge in validating that this is truly bringing profitable new customers to the brand.” This is what modern measurement looks like when finance actually trusts the numbers. Hear more from Cory here:

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Over 1-in-5 WorkMagic brands now use Axon by @applovin in their marketing mix. Here's what @trueclassictees and @bryanecano saw: - 3x higher iROAS than last-click suggested - 56% of Axon sales came from new customers - A 3.14% halo lift on Amazon orders The clarity WorkMagic provided True Classic is having impact beyond just reporting — it's reshaping how teams plan, test, and scale their spend. Get your copy of our Axon Incrementality Report here: bit.ly/43LnYWj

WorkMagic is a measurement platform built for omnichannel brands. Marketers use their triangulated framework — Incrementality MMM MTA — to capture both the upper-funnel cross-channel media impact and the lower-funnel halo effect across online and retail commerce. Learn more about WorkMagic here: workmagic.io/

"WorkMagic brands see promising performance with Axon by AppLovin"

Yesterday, Meta released a blog post calling for attribution models to be calibrated with incrementality tests, continuing their call for advertisers to use a "suite of truth" instead of relying solely on attribution. This is the exact principle that WorkMagic was built on. Meta writes: "Attribution models for day-to-day decisions—and periodically adjust or refine results with rigorous experiments to ensure accuracy. This process, known as calibration, helps to improve the overall reliability of marketing measurement." They also acknowledge that more advanced calibration methods exist: “There are also more advanced techniques available beyond multipliers; for example, you can use lift experiments to fine tune how much credit each channel receives in an MTA model.” While some measurement providers apply static incrementality multipliers to channel-reported attribution, WorkMagic takes the more advanced approach Meta describes. Each lift test fine tunes a brand-specific dynamic attribution model that reflects true incremental impact. Meta’s post reinforces what we’ve been building toward: a world where all marketers use measurement rooted in experimentation and calibration, not correlation. That’s been WorkMagic’s focus from day one, and it’s exciting to see the industry continuing to move in that direction.

Every media buyer needs their quant... Mine is WorkMagic

One of the biggest blind spots for DTC brands right now? Especially after spending the last 48ish hours with founders and Marketings Leads Halo Effect of your overall paid media spend. We had a great debate about this on stage actually. Here’s how it happens: Most of the time, brands measure ad performance with platform reports or traditional MTA. So, if a shopper sees our TikTok Ad, for example, gets influenced, and then buys it on Amazon or through Retail, TikTok gets zero credit. We actually have known this for a while. It's just too hard to prove, and to map the whole journey. @WorkMagic_io recently launched a paper on TikTok Ads… and the findings are amazing. #ad From 100 incrementality tests, WorkMagic found: 1 in 3 incremental TikTok purchases happened off-platform on Amazon 94% of tests showed higher lift than last-click reported (up to 70% undercount) 58% of TikTok orders came from new customers, with higher AOV than average With WorkMagic’s triangulation approach, combining incrementality testing, MTA, and MMM, brands finally see the halo effect in full and get ✅ Confidence to scale spend on upper-funnel channels and tactics ✅ Smarter budget allocation to maximize return ✅ Proof for finance teams beyond “trust me, it works” Get the full report here: bit.ly/3Vpf3Wg #workmagicpartner

WorkMagic just released a new report that proves TikTok ads drive far more sales than most brands realize. The data shows 1 in 3 sales happen on Amazon and 94% of brands underestimate TikTok’s impact. Read the report here: bit.ly/4msZrMu