Case Study: Branch Furniture achieves 18% MER increase with WorkMagic incrementality testing

Branch Measured It with 3-Cell Lift Tests and Achieved 18% MER Increase

Branch Furniture, an e-commerce brand, faced the challenge of understanding the true combined impact of its Meta and Google PMax advertising during the critical holiday season. They partnered with the vendor WorkMagic to move beyond platform-reported metrics and measure true incrementality, seeking to separate organic demand from paid performance and identify how the channels influenced sales on both their Shopify store and Amazon.

WorkMagic implemented a 3-cell geo-based lift test to isolate the effects of the ad channels. This solution provided Branch with data-driven insights that revealed running Meta and PMax together generated twice the sales of Meta alone. Based on WorkMagic's analysis, Branch restructured its budget, which resulted in a 225% ROAS lift on Meta, a 187% ROAS lift on PMax, and an 18% improvement in its overall Marketing Efficiency Ratio (MER).

Branch Furniture

Sib Mahapatra

Co-Founder