WorkMagic

Same "metric". Two completely different answers. That’s the reality for most finance and marketing teams. • Finance measures blended CAC • Marketing reads platform CAC And everything downstream — LTV, ROAS, budgets — inherits that gap. Incrementality changes that 👇 • CAC is based on true incremental customers • LTV reflects who actually came because of spend • ROAS becomes iROAS — causal, not claimed We’ve seen it: • David uncovered a 36% overstatement in attributed orders • One correction → alignment across every metric The shift isn’t just more accurate numbers. It’s one shared version of the truth that both teams can actually build on.

As brands go omnichannel, customer journeys rarely end where they begin. In our Axon incrementality tests with omnichannel brands, we saw a consistent pattern: 100% of brands saw a halo effect 26% of incremental orders happened outside the brand.com store (primarily on Amazon + retail partners) This means: Customers discover through Axon → but purchase where they already shop. If you’re only measuring DTC conversions: You’re only seeing ¾ of the picture. We talk about the solution to this in our latest Axon Incrementality Report. Available here:

In Q1, we rolled out a new set of integrations to help brands get a clearer, more complete view of performance across their media mix: Walmart Connect Universal Ads Roku Reddit, Inc. Each one brings us closer to a single goal: understanding true incremental impact across every channel — not just what gets credited, but what actually drives growth. Huge thank you to our partners and customers who continue to push us forward. Excited for what this unlocks — especially as more brands look to measure across DTC, marketplaces, and CTV in one place.

They cut 25% of upper-funnel spend — and performance 𝘪𝘮𝘱𝘳𝘰𝘷𝘦𝘥. That only happens when you stop asking what looks good and start asking what’s incremental. After running incrementality tests with WorkMagic, this DTC footwear brand saw a clear signal: • Upper-funnel channels had lower incremental ROAS and higher iCAC • Google was driving materially more incremental value So they reallocated spend. The result: • Profitability up • New-customer ROAS up • Core KPIs improved across the board As Michael Mikrut, VP of Marketing at Amberjack, put it, the goal was simple: understand how channels actually work together — and what each one is truly driving.

A key part of incremental growth is understanding whether your channels are driving better customers — not just more customers. Across 100+ brands, we found a clear pattern: 1️⃣: 57% of Axon orders came from net-new customers 2️⃣: New customers had a 6.5% higher AOV than the average Axon order This matters because: Higher AOV → higher predicted LTV Higher LTV → stronger margins You’re expanding the quality of your customer base — not just the size of it Want our full Axon Incrementality Report? Download your copy here:

Performance marketing is like a game of chess. But in reality, you’re not playing one game. You’re playing 7 at once. Each channel has its own curve. Different points of diminishing returns. Different levels of headroom. That’s where things start to break. You can’t just take budget out of Meta and drop it into TikTok because the mROAS looks better. That “better” return might sit behind a much higher spend threshold. The real question isn’t: Which channel performs best? It’s: Given all the chess moves I've made, where should my next dollar go? We cover the basics of that in our latest article on saturation curves.

When we adjust for incrementality, the profitability picture becomes clearer. Across 50+ Google lift tests: • Shopping: 2.1× iROAS • PMax: 1.8× • Search: 1.7× What stands out isn’t just who’s first. It’s that the three most intent-aligned formats rise to the top once attribution noise is removed. • Shopping converts visible, high-intent demand. • Search captures active intent at decision moments. • PMax uses automation to consolidate and scale both signals. When performance is measured causally instead of click-based, these formats separate from the rest. Get the full WorkMagic 2026 Google Ads Report here ⤵️

🔥🔥 Comfrt: $2M monthly revenue increase + 12% iROAS improvement after doubling spend on Snapchat for Business As their measurement partner, WorkMagic helped Comfrt measure their Snap performance and saw: 👍 79% new customer rate 👍 32% increase in revenue 👍 3x incremental return on ad spend Strong performance, right? Backed by causal, incremental data, Comfrt made the bold move to 2X its spend on Snap. New results after scaling? We all wanted to know... ➕ 12% iROAS (efficiency held) ➕ $2M incremental monthly revenue ➕ 15% halo effect to other marketplaces In other words: For Comfrt, Snap is an efficient demand driver, creating demand that converted not only on the brand's site but also elsewhere — powered by UGC storytelling, cultural relevance, and deep engagement with Gen Z. Still true even after scaling. (Full case study in comments) If you’re trying to diversify beyond the main ad platforms but struggling to justify the shift, this is exactly why causal measurement matters.