Google Ads • 30-day test period
| Channel | Spend | iROAS | Status |
|---|---|---|---|
| Meta Ads | $48,200 | 4.2x | +12% |
| Google Search | $32,100 | 3.8x | +8% |
| Brand Search | $24,800 | 0.4x | -67% |
| Display | $18,900 | 1.9x | -22% |
| TikTok | $15,400 | 5.1x | +31% |
Are you paying for conversions that would have happened anyway?
Measure whether existing campaigns are incremental
Test if brand search is additive or cannibalistic
Provide marginal CAC at the campaign level
Brand search campaigns often capture demand that already exists. Without proper incrementality testing, you might be paying for conversions that would have happened organically. Campaign audits help you understand true performance and optimize or cut non-incremental spend.
True incremental conversion rate
Marginal CAC vs. blended CAC
Which campaigns to scale vs. cut
Optimal budget allocation
Clear guidance on whether to scale, optimize, or pull back spend.