About this episode

Olivia Kory discusses the inaccuracies in attribution data for DTC brands and the importance of incrementality testing for understanding ad effectiveness.

Most DTC brands are making million-dollar channel decisions based on attribution data that's fundamentally wrong. Olivia Kory — CSO of Haus and the incrementality expert Brett references on stage more than almost anyone — breaks down what it actually takes to know if your ads are working. Spoiler: if you've been writing off YouTube based on MTA, you owe yourself a retest. Inside the episode: Why YouTube's true ROAS is 3.4X what the platform reports — and how Haus's 190-test study across 74 brands proved it (plus why your D2C numbers alone are only half the picture) The right time to start incrementality testing — it's not when you're huge, it's when your business gets complicated enough that turning off ads won't give you a clean answer How StockX went from barely spending on YouTube to making it their #2 acquisition channel — by running geo holdout tests and acting on the results Why Meta's optimization might be too good — and how brands like Jones Road are improving their iROAS by making changes that look worse in-platform The surprise winner: AppLovin — Olivia came in skeptical of mobile game ad inventory and got data she didn't expect Haus's new DTC Basics tier — a lower-cost…

People in this episode

Host: Brett Curry

Guest: Olivia Kory

Topics covered

• ad spend
• incrementality testing
• YouTube advertising
• DTC brands
• attribution data
• geo holdout tests
• marketing optimization

Keywords

• incrementality
• YouTube ROAS
• DTC brands
• ad testing
• geo holdouts
• MTA
• iROAS
• Haus Analytics

Sponsors

OMG Commerce

Mentioned in this episode

Organizations: Haus Analytics, StockX, Meta, Jones Road, AppLovin

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