Case Study: John O’Donnell achieves 275% higher ROAS for Meta campaigns with Measured

Johnnie-O Reveals Meta Campaigns Perform 275% Better than Reported by Google Analytics

John O’Donnell’s brand johnnie-O, a Santa Monica–based lifestyle apparel company, faced a common measurement problem: Meta’s in-platform 7-day click/1-day view attribution appeared to overcount paid social value while Google Analytics’ last-click reporting undercounted it. To get an objective read, johnnie-O engaged Measured (with media agency ADM) to apply Measured’s incrementality-based measurement and ROASi solution.

Measured modeled real-time media incrementality using geo tests, a library of 25,000+ tests, and daily media and sales data over a three-month period, and found Meta’s true incremental ROAS was $4.43 versus Meta’s reported $8.83 and Google Analytics’ $1.18. With Measured’s insights, johnnie-O and ADM confidently increased Meta spend and optimized investments, capturing the channel’s real incremental impact.

John O’Donnell

Claudia Lugmair

Director, Digital Marketing