Case Study: Shinola Detroit achieves accurate Facebook prospecting measurement (14.3% incremental lift; 413% underreported) with Measured

Shinola Finds Facebook Reporting Misses 4 out of 5 Awareness Conversions post iOS 14.5

Shinola Detroit, the Detroit-based lifestyle brand behind watches, leather goods, bicycles and more, faced major uncertainty after Apple’s iOS 14.5 tracking changes left Facebook attribution undercounting conversions. With ecommerce growth and customer acquisition at stake, Shinola Detroit engaged Measured to uncover the true value of its Facebook prospecting and awareness campaigns through unbiased incrementality testing.

Measured ran a zip code–level, geo-matched holdout experiment (test vs. control) to measure incremental conversions for DABA and Awareness campaigns. By withholding ads in selected geos, Measured found a 14.3% incremental contribution and showed Facebook had underreported Shinola Detroit’s prospecting performance by 413% — effectively revealing that about 4 out of 5 awareness conversions were previously uncounted — enabling Shinola Detroit to confidently reallocate and scale media spend using Measured’s ongoing scale-testing.

Shinola Detroit

Joel Layton

Vice President Ecommerce