iROAS Improvement

Lumens, a leading luxury home and lighting retailer, wanted to expand its paid media footprint beyond Google and YouTube by introducing Meta as a new acquisition channel.

While Meta had strong reach potential, there was no historical performance data and leadership required empirical proof that the platform could deliver incremental revenue, not just attributed conversions.

Block & Tam was tasked with designing a testing framework that could validate Meta’s true business impact, quantify lift, and define the role of upper- and mid-funnel campaigns within Lumens’ media mix.

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No previous Meta learnings or baselines to inform optimization

Early tests showed volatile iROAS, creating internal skepticism

Attribution windows too short for Lumens’ longer purchase cycles

Heavy lower-funnel weighting limited reach and discovery

Needed alignment with Measured’s third-party incrementality model to verify lift

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Block & Tam re-engineered Lumens’ Meta strategy around incrementality and discovery, not last-click ROAS

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Full-Funnel Rebuild: Shifted from conversion-only bidding to a balanced funnel; 63% of spend to awareness and view-content campaigns, 37% to purchase

Incrementality Testing: Partnered with Measured to run geo-lift tests that quantified business lift at each stage of spend

Creative Systemization: Prioritized high-impact CG lighting renders with branded overlays; introduced UGC once audience familiarity was built

Data-Driven Optimization: Continuous test cycles (Oct 2024 - Aug 2025) using incrementality feedback to rebalance budget between awareness and performance campaigns

Cross-Channel Alignment: Benchmarked Meta’s results against Google Shopping to contextualize efficiency and validate scalability

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5x iROAS improvement with incremental conversions in March 2025 re-test

Incremental conversions July-Aug 2025 after scaling upper/mid-funnel to 56% of spend

4–6% business lift validated by Measured geo-studies

Record revenue days following the full-funnel restructure

Meta now permanently integrated into Lumens’ media mix, matching Google Shopping performance iROAS

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[2cols]

Layer

Attribution

Ad Platforms

Data Visualization

Optimization Signals

Visualization & Reporting

[split]

Tools/Platforms

Measured (geo-lift), GA4, Shopify backend

Meta Ads Manager

View Content events, ASC Value & Volume structures

Looker Studio dashboards, client shared reporting

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Paid Social: Full-funnel Meta strategy and creative testing framework

Analytics & Attribution: Incrementality design, geo-lift validation, and reporting

Creative Studio: Asset optimization, message testing, and campaign iteration

Growth Advisory: Cross-channel benchmarking and long-term media mix strategy

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