Ovative Group, a leading media and measurement firm, has partnered with Meta to release a groundbreaking white paper, “Unlocking the Full Potential of Your Marketing Budget with Omni Optimization and Measurement.” The report highlights how brands can capture untapped revenue by shifting from e-commerce-centric media strategies to a comprehensive omnichannel approach.
While only 15% of retail sales occurred online between January and September 2024, 80% of brands still optimize media spend exclusively for e-commerce, missing significant revenu opportunities.
“Marketers who continue optimizing to digital-only KPIs are leaving significant revenue on the table. The shift to omni measurement isn’t just an option—it’s a necessity,” said Beth McKigney, SVP of Measurement at Ovative Group.
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Ovative’s testing of Meta’s new Omnichannel Ads, designed to drive both online and offline conversions, revealed a 39% to 53% increase in store sales compared to traditional campaigns. However, some brands saw a decline in e-commerce sales, emphasizing the importance of incrementality-based measurement to understand total business impact.
To address this, Ovative’s EMRge™ platform provides a precise omnichannel measurement approach by integrating in-market testing, MMM+ modeling, and bottom-up analytics—allowing businesses to confidently assess the full impact of their media investments.
Meta is also piloting Conversion Rules, a tool that helps advertisers balance online and offline conversions, reducing e-commerce trade-offs while maximizing total revenue.
As brands look to optimize media strategies for long-term growth, this report underscores the importance of holistic measurement in driving total business outcomes—beyond digital metrics. Meta’s upcoming product enhancements, including Conversion Rules, are expected to further refine omnichannel optimization in 2025.
