Incrementality

Pop-art split panel showing a Meta Advantage+ campaign builder beside a manual ad set, with an incrementality ROAS chart between them favoring manual campaigns.

Advantage+ Shopping Won 42% of 640 Tests. Manual Won the Other 58%.

Haus measured 640 Meta incrementality experiments across advertisers spending an average of $14M a year and found that Advantage+ Shopping beat manual campaigns in only 42% of accounts. On average, Advantage+ delivered 12% lower incremental ROAS than manual, even though it spent 18% less per day. Meta's marketing

Three CPG product silhouettes (Nestle bottle, Haleon medicine pack, Molson Coors beer can) under a fractured marketing measurement dashboard with cracked MMM lines

Nestlé, Haleon, and Molson Coors All Conceded Their Measurement Is Broken

Three CPG marketing leads at Nestlé, Haleon, and Molson Coors said in late April that their measurement systems are broken. None of them named the tool replacing them. The IAB State of Data 2026 report explains why: 75% of marketers say their attribution, incrementality, and MMM are not delivering the

Dark data visualization showing channel attribution bars and incrementality test results across YouTube and Meta spend

Jones Road Beauty’s Best Channel Was Overspending on the Wrong Customers. A New Kind of MMM Found It.

By Notice Me Senpai Editorial Jones Road Beauty just discovered that the channel eating most of their budget was mostly finding people who would have bought anyway. That’s the kind of finding that makes a CMO go quiet in a meeting. And it came from a tool that most