How Upper-Funnel Campaigns Drive More Revenue Than You Think❗

Are your D2C metrics giving you the full picture? For many omnichannel retailers, the answer is a resounding NO. It's easy to get laser-focused on direct website revenue and last-click ROAS.

This "one bucket at a time" approach often misses the bigger picture. The reality is, channels showing the strongest direct D2C metrics don't always drive the most total business growth. ❌

Consider the typical customer journey: discovery on Instagram, research on your website, and an eventual in-store purchase. Which channel "deserves" the credit, and more importantly, the investment?

Our analysis across hundreds of retailers reveals that upper-funnel channels like YouTube and Meta awareness campaigns can drive 3-4% MORE total business revenue than what's captured in isolated D2C metrics.

Conversely, tactics with stellar direct ROAS sometimes contribute surprisingly little to overall growth.

The solution lies in a unified measurement framework - incorporating incrementality testing, causal MMM, and holistic attribution - to understand the true, causal impact across your entire business. ????

Are you measuring the rising tide, or just counting buckets? Let's discuss!

See how Lifesight's Unified Marketing Measurement platform can help: https://shorturl.at/m1t4A

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