šŸ“„ Whitepaper

The Essential Guide to Geo Lift Tests

Half of companies’ media budgets might be misallocated.
This is the guide helping you reveal which half it is.

Trusted by many of the worldā€™s most impactful disruptors, scale-ups and unicorns

Ever doubted how much sales your Meta or Tiktok campaign is actually generating? Ever had a discussion with a peer around whether you should protect your brand keywords on Google or not? Ever pulled your hair to prove the actual sales impact of your YouTube, OOH or TV campaign? All of the above are uncertainties that can be turned into certainty with a Geo Lift Test.

Geo Lift Tests are the antidote to budget misallocation. With it, you can reallocate your media budgets based on the true incremental value generated by a specific marketing channel or campaign, thereby saving money or generating more value for each dollar.

Companies that leverage Geo Lift Tests in their marketing efforts will be the big winners of 2024. Why you might ask? Because half of media budgets arenā€™t going where they should, and Geo Lift Tests are here to reveal which half that is.

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What are Geo Lift Tests?

At their core, Geo Lift Tests involve dividing target audiences into distinct geographical areas; one group that sees ads, and one group that becomes the control, thereby not seeing ads. The test then compares the level of sales, news users or revenue between the two areas. By isolating the impact of specific campaigns or channels, Geo Lift Tests provide invaluable insights into their true, incremental value.

This way, you can allocate your media budgets more efficiently, thereby saving money or generating more value for each dollar. The great perk: Geo Lift Tests are independent of any biased tracking-based attribution framework, that are getting more and more unreliable, with the ā€˜death of cookiesā€™, Appleā€™s SKAN and other privacy-first changes.
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The Magic of Geo Lift Tests

Tracking-based attribution models (used by ad platforms, GA4 and mobile measurement partners) often fall short, attributing success to the wrong factors or sources, or failing to capture the full picture. Geo Lift Tests offer a remedy to this dilemma, allowing marketers to uncover the real drivers of success. Frankly, itā€™s a necessary complement to the attribution models youā€™re leveraging for your day-to-day campaign reporting and optimization.

There are endless possibilities to the application of Geo Lift Tests, but the end goals are the same: saving money or generating more value for each dollar. Weā€™ve run more than 50 tests for our clients, and common questions that Geo Lift Tests can spit out an answer to are:

Are you wasting money bidding on your own brand terms?

How effective are your paid social campaigns at driving incremental growth in sales or users? Are you over- or underestimating the true performance?
How effective are your awareness campaigns at driving brand awareness, that in turn lead to an uplift in sales or new users?
How much sales do your retargeting campaigns actually generate?
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Heatonist sells the worldā€™s best hot sauces in their ecomm, in store and as a subscription, and is the brand behind the famous Hot Ones show on YouTube, where the host Sean Evans asks his celebrity guests questions while they attempt to complete rounds of chicken wings coated in spicy hot sauce. Twigeo manages growth for the company, and is responsible for 1 in every 3 hot sauce bottles sold.
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Conclusion

In conclusion, Geo Lift Tests aren’t just another tool in your arsenal ā€“ they’re a game-changer. By providing actionable insights into the true impact of your marketing efforts, Geo Lift Tests empower you to make smarter budget allocation decisions.

The outcome? Save money or generate more value for each dollar. So, embrace the power of Geo Lift Tests, chart a course toward marketing excellence, and unlock the full potential of your brand’s growth trajectory.

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