Laura Geller sells its makeup products directly to consumers on its website, as well as through a well-known ecommerce marketplace. To drive traffic to these places, the brand often relies on Meta to reach and acquire potential customers.
The team at Laura Geller suspected that many of the conversions they were seeing in the ecommerce marketplace were driven by Meta ads, but the company’s existing measurement approach wasn’t able to capture the “halo” effect these ads might be having on marketplace traffic. This was due, in part, to a lack of granularity in the data shared by the ecommerce marketplace.
Laura Geller partnered with Haus to tackle this challenge. Together, they designed an incrementality experiment to help quantify actions that occurred as a result of the brand’s advertising on Meta. The results showed a 19.3% incremental lift and $2.1 million in incremental revenue, enabling the brand to strategically allocate/reallocate budget and make science-backed marketing decisions.