Case Study: Lifepro achieves more accurate Meta measurement and confident BFCM scaling with WorkMagic

How Incrementality-Calibrated MMM Prepared Lifepro for BFCM

Lifepro, a wellness brand with a strong Shopify and Amazon presence, faced the challenge of understanding Meta's true advertising impact ahead of BFCM. The company needed a trustworthy performance baseline, suspecting that Meta was driving significant, unmeasured sales on Amazon, which made traditional ROAS metrics appear weaker than reality. This uncertainty made it difficult to confidently scale their Meta budget for the critical peak sales period.

Partnering with WorkMagic, Lifepro used an incrementality-calibrated MMM to measure Meta's true omnichannel impact. The solution quantified a massive Amazon halo effect and forecasted performance at higher spend levels. The results were transformative: Lifepro discovered 57.9% of Meta-driven orders occurred on Amazon, improving their iCPA by 64.5%. With confidence from WorkMagic's model, which predicted the final ROAS within ~2.2% accuracy, Lifepro successfully scaled their Meta spend by 200% during BFCM.

Lifepro

Greg Armisted

Head of Growth & Performance Marketing