THE META REPORT: LESSONS FROM 640 HAUS INCREMENTALITY EXPERIMENTS

Summary from the TLDR Marketing newsletter

An analysis of 640 Meta incrementality tests over the last 18 months, which included head-to-head tests that compared Advantage+ to Manual campaigns, shows that Meta's automation consistently delivers incremental impact. On average, it drove 19% lift to brands' primary KPIs. Advantage+ campaigns identify high-intent users faster than Manual campaigns but show 12% lower DTC iROAS on average due to reduced long-term impact. Despite this, Advantage+ remains valuable for new customer acquisition and short-term promotions, with 42% of brands seeing it outperform Manual campaigns. Mid- and upper-funnel strategies are gaining interest for their stronger omnichannel and funnel-building effects, even though they underperform on DTC ROAS alone. While Incremental Attribution is still in early stages with a 43% success rate, Meta's vast dataset gives it a strong foundation to refine this tool and improve campaign efficiency.