What the MeUndies case proves

Lift design#

Randomised exposed-versus-control measurement of incremental visits, carts and purchases: creation counted, not touches divided. The design is the lesson regardless of numbers. Method: conversion lift. Case: MeUndies study.

Carousel vehicle#

Promoted carousels carried the test: sequenced product storytelling in feed with swipeable depth. Consideration formats suit lift designs because their effects span browsing sessions rather than single clicks. Units: carousel guide.

Funnel-graded gains#

Thirty per cent traffic, 12 per cent transactions, 20 per cent purchases: gains graded by funnel stage instead of a single blended ROAS. Graded reporting shows where influence concentrates and where it leaks. Reading: view versus click.

Spectacular, caveated#

Case-study dates unverified, baselines unspecified, selected advertiser: spectacular within its frame, directional outside it. Run own lift before citing double digits internally. Standards: testing windows.

Replicating#

Pick the hero format, define lift metrics by funnel stage, size the test for significance, run to maturity, report increment beside attribution. One honest lift study outweighs a year of attributed dashboards. Testing: testing guidance. Planning: first campaign setup.

Putting lift culture into practice#

Calendar one lift study per quarter on the biggest view-heavy campaign, with hypotheses and stakes pre-committed. Quarterly cadence builds the incrementality record that settles every budget argument with evidence instead of volume. Cadence compounds credibility. Defend the calendar against quarterly pressure because skipped quarters silently kill the incrementality record.

Publish every result internally with methods attached, including nulls: killed budgets are victories too. Culture: conversion lift and attribution windows.

Frequently asked questions#