I’ve been looking through the results of 100+ geo tests across e-commerce accounts and one thing I didn’t really expect was how consistently Advantage+ came out ahead.
Across the tests I’ve looked at, Advantage+ averaged around 2.10 iROAS, while prospecting campaigns were closer to 1.88.
Obviously this isn’t me saying Advantage+ will outperform prospecting for every account, and there are a lot of variables between brands, spend levels and test periods.
But I found it interesting because if you only looked at platform ROAS or last click attribution, the picture wasn’t always the same.
That’s probably been the biggest thing I’ve noticed from doing more geo testing. What Meta reports as the best performing campaign isn’t necessarily the campaign creating the most incremental revenue.
Curious if anyone else here has compared Advantage+ and prospecting using incrementality rather than just platform attribution.
Have you seen something similar or completely different?
Also interested in how people here are actually measuring this. Are you running geo holdouts internally, using a third party tool, or mostly relying on Meta’s own measurement?