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Case Study: Myntra achieves 10.4X ROAS from Facebook and triples overall ROAS with Facebook media‑mix modelling
A Facebook Case Study
Measuring sales impact by media channel with Facebook and media mix modelling
Myntra, one of India’s largest online fashion marketplaces, needed a reliable way to attribute sales and traffic across multiple devices and channels so it could stop guessing which media drove results and better allocate marketing spend.
Working with Facebook and Cartesian Consulting, Myntra used media‑mix modelling alongside Facebook conversion lift tests to isolate channel impact. The analysis showed Facebook delivered a 10.4X incremental return on ad spend (outperforming print/OOH by 5.7X and TV by 2.5X), prompting a 1.4X increase in digital investment and an overall 3X improvement in return on ad spend after media‑mix optimization.
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Myntra
Raam Nayakar
Head, Marketing Analytics & Strategy