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Conversion lift studies: what your ads really added

A holdout test that shows the sales your ads actually created.

Who it is for: Brands spending enough on Meta or Google to ask whether ads are truly adding sales.

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Conversion lift studies

  • Meta conversion liftMeta splits your audience into a test group and a holdout group.
  • Google conversion liftIt applies the same idea to Google and YouTube campaigns.
  • Geo testsAds are switched on in some regions and off in others.
  • ReadoutIncremental sales, incremental ROAS and what to change.

Conversion lift studies: the formats we run

Each one used where it earns.

Meta conversion lift

Meta splits your audience into a test group and a holdout group.

Google conversion lift

It applies the same idea to Google and YouTube campaigns.

Geo tests

Ads are switched on in some regions and off in others.

Readout

Incremental sales, incremental ROAS and what to change.

How we set up conversion lift studies

Step by step, in the order we do it.

  1. 1
    A decision to make

    We agree which channel or campaign to test and what you will do with the answer. A study without a decision is wasted.

  2. 2
    The right method

    We use Meta Conversion Lift or Google's lift studies where your account is eligible, or a geo test that holds back spend in matched regions.

  3. 3
    A power check

    Before the test starts, we estimate whether your budget and sales are large enough to give a readable result.

  4. 4
    A clean test period

    Tests usually run two to four weeks, with no other large changes during that time.

  5. 5
    Incremental margin, not just sales

    The read-out shows incremental sales and incremental margin, and what to change in the budget.

What you get each month

  • A study plan with method, length and budget
  • Weekly checks while the test runs
  • A written read-out with the result and its confidence
  • Budget changes based on what the test showed

What we need from you

  • Admin access to the ad accounts being tested
  • Agreement to hold changes steady during the test
  • Sales data by region for geo tests
  • Product cost data to work out incremental margin

Facts we plan conversion lift studies around

Checked in October 2026, with the source for each.

Platforms offer lift tests

Meta and Google both offer lift studies for eligible accounts, comparing people who saw ads with a group who did not.

Source: Meta and Google help centres

Attribution is not proof

Platform ROAS counts sales the ad touched, not sales the ad caused. A lift test measures the second.

Source: Our method

What we do every week

Run by a senior marketer with five accounts at most.

  • Study design and sizing
  • Holdout set up with the platform
  • Results read with confidence levels
  • Budget changes from the result

Where brands lose money with conversion lift studies

Trusting attributed ROAS

Platforms count people who would have bought anyway.

Studies too small

Underpowered tests prove nothing.

No action after

The point is to move budget.

What you will see in every weekly report

You see ROAS and contribution margin side by side, every week.

In every weekly report

  • Lift %
  • Incremental purchases
  • Incremental ROAS
  • Confidence
  • What changed, what is next, and what didn't work

Custom reports, built for how you make money

  • Margin by product and size
  • ROAS by city and dark store
  • Repeat orders by cohort
  • RTO by pin code and payment method
  • Marketplace vs website profit

Weekly

Report and call

ROAS and margin by channel, what changed, what is next.

Monthly

Report and call

It compares results against your targets and sets next month's roadmap.

Quarterly

Projections and plan

Realistic numbers from your own data, checked against what actually happened.

The first 90 days

How conversion lift studies usually starts, from the free audit to the first quarterly plan.

  1. Week 1

    Tracking audit

  2. Weeks 2 to 4

    Setup built and tested

  3. Month 2

    Attribution view live

  4. Month 3

    First lift study read

How we run your account

The same operating rhythm on every account, from the first week.

A senior marketer

Owns your account and your targets, with five ad accounts at most.

Weekly report and call

ROAS next to contribution margin, what changed and what happens next.

Live dashboard

Every channel in one view, so you never wait for the weekly call.

Monthly review

Results against the targets agreed in writing, and next month's plan.

Quarterly plan

Projections built from your own numbers, checked against what happened.

Slack or WhatsApp

Day-to-day questions answered by the person who runs your account.

Agency vs in-house vs Mobile First, for Conversion lift studies

Agency vs in-house vs Mobile First, for Conversion lift studies
Typical agencyIn-house teamYour growth teamMobile First
SetupPixel installed and leftWhoever built the store
Pixel, Conversions API and GA4, built and tested
Checked againstThe ad dashboardNothing
Your store's actual orders
Marketplace salesNot trackedA monthly spreadsheet
In one view with your website
Proving ads workAttributed ROASGut feel
Conversion lift and brand recall studies
Free toolIncremental sales calculatorAre my ads creating sales, or taking credit?Free growth auditHave a senior marketer check itA senior marketer reads your ads, marketplaces, tracking and margins within 48 hours.

Also under tracking and measurement

Tracking and attribution setupPixel, Conversions API and GA4 built properly, with website, marketplace and quick commerce in one view.Brand recall studiesMeasure how many more people remember your brand after your ads.Tracking and measurement overviewTracking setup, attribution, and lift studies that prove what ads add.

Conversion lift studies: questions brands ask

What is a conversion lift study?

A test where the ad platform randomly splits people into a group that can see your ads and a holdout group that cannot. The difference in purchases between the two is what your ads truly caused.

Why is incremental ROAS lower than platform ROAS?

Platform ROAS counts every attributed sale, including people who would have bought anyway. Incremental ROAS counts only the extra sales the ads created, so it is lower and more honest.

How much spend do we need?

You need enough for the platform to detect a difference, usually several lakh over two to four weeks. We size the study before you commit.

Can we estimate lift before running a study?

Yes. Our free incremental sales calculator shows how lift and incremental ROAS are worked out from a test group and a holdout group, so you can see what a study would tell you before committing spend.

Which platforms can run lift studies?

Meta and Google run conversion lift studies, and we can run geo tests where platform studies are not available.

How long does a study take?

Most studies run for two to four weeks, depending on spend and how quickly purchases build up.

What is a geo test?

Ads run in some regions and not in others, and the difference in sales shows what the ads added.

What do we do with the result?

We move budget towards channels and audiences with the highest incremental ROAS and cut spend that only takes credit.

Do we need a big budget?

You need enough for the platform to detect a difference. We size the study with you before you commit.

Should we test retargeting?

Yes. Retargeting and brand search are often the first places where ads take credit for sales that would have happened anyway.

60 seconds

Are we a great fit?

Five questions, no email needed. You get an honest answer on screen.

Conversion lift studies: what your ads really added: A decision to make; The right method; A power check; A clean test period; Incremental margin, not just sales
Conversion lift studies: what your ads really added, at a glance

Talk to us about conversion lift studies

Tell us about your brand. We read your accounts before the call, so it is about your numbers.

  • Free growth audit, yours to keep
  • ROAS and profit read for every channel
  • WhatsApp reply within one working day

Next: five quick questions, then pick a 30-minute slot.

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Before you go: are any of your campaigns losing money?

Our free growth audit shows which campaigns lose money after returns and discounts. A senior marketer reads your accounts within 48 hours, and the audit is yours to keep.

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