We help e-commerce brands measure and optimize for incremental impact.
Joined November 2023
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We're working with @OpenAI to measure advertisers' organic traffic and ad performance from ChatGPT.
#ChatGPTAds #Incrementality #MarketingMeasurement #AIsearch
๐ญ. ๐๐๐๐ฟ๐ถ๐ฏ๐๐๐ถ๐ผ๐ป: ๐ผ๐ฟ๐ด๐ฎ๐ป๐ถ๐ฐ ๐๐ต๐ฎ๐๐๐ฃ๐ง ๐๐ฟ๐ฎ๐ณ๐ณ๐ถ๐ฐ ๐ฎ๐ป๐ฑ ๐๐ต๐ฎ๐๐๐ฃ๐ง ๐๐ฑ๐
See how both organic ChatGPT referrals and ChatGPT Ads perform, right alongside the rest of your media mix.
With incrementality-adjusted data-driven attribution (iDDA), credit reflects what each channel actually drives, not just who got the last click. And with halo analysis, you can see the impact across all your sales channels, including Amazon and retail.
What we're seeing across WorkMagic brands (Q3):
โ Organic ChatGPT shoppers convert at 1.9x the site average
โ 68% of those orders come from new customers
โ For ChatGPT Ads, iDDA credits 83% more orders than last click
๐ฎ. ๐ง๐ฒ๐๐๐ถ๐ป๐ด: ๐ด๐ฒ๐ผ-๐ฏ๐ฎ๐๐ฒ๐ฑ ๐ถ๐ป๐ฐ๐ฟ๐ฒ๐บ๐ฒ๐ป๐๐ฎ๐น๐ถ๐๐ ๐ณ๐ผ๐ฟ ๐๐ต๐ฎ๐๐๐ฃ๐ง ๐๐ฑ๐
We work with @OpenAI to run geo-based incrementality experiments and causal-impact studies for advertisers on ChatGPT. Hold out ads in some regions, compare against the rest, and see the true lift.
In a geo lift test with Dose, ChatGPT Ads drove 2.3x more incremental orders than click-based attribution showed, 67% of them from new customers, plus a 35% halo effect on the brand's Amazon storefront.
If you're seeing more traffic from ChatGPT, or advertising there (or thinking about it), let's talk about measuring it the right way!
๐ฅ Weโre proud to be a launch partner for Universal Adsโ new Campaign Management program, bringing TV buying directly into the platforms brands already use.
No new tools. No separate buying workflow. ๐งต
With WorkMagic + Universal Ads, brands can:
โ Measure the true incremental return of their CTV spend
โ Act on those insights directly inside WorkMagic
โ Let our AI Agents automatically optimize TV based on real incremental impact
Thank you to the Universal Ads team for the partnership, and congrats to our fellow launch partners!!
Read the announcement: bwnews.pr/4ijwP87
#CTV #Incrementality #AgenticAI
๐ฅ Our webinar is now live on Meta's Performance Unlocked hub.
We're proud to have WorkMagic featured alongside Meta's resources for performance marketers. Some highlights, more in the full recording:
โ Halo is real. On average, 33.5% of incremental orders from Meta ads land outside DTC, on Amazon and in retail, where pixels can't see them.
โ Halo grows with every channel you sell on: a 30% median halo with one additional sales channel, 88% with three.
โ Peak season is the time to test, not the time to skip it. With the right design, a 5% holdout can still give a statistically significant read.
โ Build a "suite of truth": use incrementality to calibrate attribution and MMM instead of trusting a single model.
Full recoding: bit.ly/4jItfXP
More in the Meta Performance Hub: bit.ly/4jE03Bc
#Meta #Incrementality #BFCM #MarketingMeasurement
You know you'll be pushing record sales with higher Q4 budgets, but do you know if all that spend was actually worth it?
We looked at 298 lift tests from 2025, including 94 run during peak season. A few things stood out:
โ In Q4, ad platforms credited 1.46 orders for every incremental order. Last-click credited 0.58.
โ 42% of incremental orders landed off the DTC site, on Amazon, TikTok Shop and retail.
โ 64% of incremental orders came from new customers.
Our Q4 Playbook breaks down what the data shows, how to set your measurement up to properly track success, and what testing looks like during heightened demand.
Download the playbook here: bit.ly/47Y2WFE
We're excited to partner with @TatariTV for #Forward by Tatariโข this year, bringing together some of the brightest minds in media, marketing, and the creator economy!
Hear from an incredible lineup of speakers:
Scott Galloway โ NYU Stern Professor & Host of The Prof G Pod
Steve Huffman โ CEO & Co-Founder of Reddit
Oren John โ The Internetโs Creative Director
Cody Plofker โ Former CEO of Jones Road Beauty
Plus, marketing leaders from Liquid I.V., MANSCAPED, Avocado Green Mattress, and Thorne.
Whether youโre new to TV or scaling what works, youโll leave with peer-tested playbooks and predictions from the people shaping the industry.
๐ October 29 | The Glasshouse, NYC
๐๏ธ Seats are limited. Get yours here: bit.ly/4hLieDA
#Advertising #CTV #Marketing #AI
First Incrementality Test for @OpenAI's ChatGPT Ads ๐ฅ
We recently helped Dose, a daily liver supplement brand, test ChatGPT Ads as a new acquisition channel to understand the value it brings to DTC brands.
The results:
โ 2.3x more incremental orders than click attribution showed
โ 67% of incremental orders came from new customers
โ 34.5% Amazon halo effect
Clicks don't tell the full story, especially when AI changes how consumers discover and shop.
Measure incremental demand and purchases, not just click-based conversions!
๐ข Just wrapped the first 2 sessions of the WorkMagic Omnichannel Growth Summit, and weโre still LIVE!
Already some great conversations on DTC-to-omnichannel growth, incrementality testing, what worked, what didnโt, and how those learnings changed the next decision.
Coming up: TikTok, Pinterest, Snap, CTV, measurement, and the finance perspective on marketing performance.
Still time to drop in live ๐
Register here to get your access link: bit.ly/4cXC77p
โฐ Tomorrow: The WorkMagic Omnichannel Growth Virtual Summit.
Hear from leaders across Graza, Arrae, Quad Lock, AS Beauty, Mars, TikTok, Pinterest, Snap, Universal Ads, AdQuadrant, UpCounting, and media consumer psychologists on:
โ How theyโre approaching retail, marketplace, and social commerce
โ What theyโve learned from real experiments
โ The frameworks they use to decide where to invest and scale
Register to get your access link and the recordings afterward.
Sign up now โ bit.ly/4cXC77p
The speaker lineup for our upcoming Omnichannel Growth Summit ๐
๐๏ธ ๐๐ฅ๐๐ก๐๐ฆ
Alex Edelstein, VP of Marketing, Graza
Morgan Hubers, Head of Growth, Arrae
Adrian Rafter, Director of Performance Marketing, QuadLock
Will Frank, Sr Director of Growth, AS Beauty
Ashwini R., Senior Manager, Media and Content Analytics, Mars
Ipsitaa Panigrahi, Global Marketing Effectiveness Lead, Mars
๐ ๐ ๐๐๐๐
Harshit Saxena, Measurement Lead, TikTok
PJ Anderson, Managing Director of DTC Commerce, Pinterest
Rick Lucas, Head of Performance Marketing GTM, Snapchat
Gaby Romness, Product Marketing Manager, Universal Ads
๐ ๐ ๐๐๐ฆ๐จ๐ฅ๐๐ ๐๐ก๐ง ๐๐ก๐ ๐๐๐ก๐๐ก๐๐
Abir Syed, Co-Founder, UpCounting
Cooper Davis, Senior Digital Marketing Strategist, adQuadrant
Sofie Sue Rutgeerts, Media Consumer Psychologist
See the full agenda + Register: bit.ly/4cXC77p
It runs 11:45 AM to 4:30 PM ET, but you don't need the whole day. Drop in for the sessions that matter to you, or register and we'll send you the recordings.
Where does Snap actually fit in the media mix? Where can Snap create incremental demand? And how to decide whether to scale?
Thatโs the conversation weโll have with:
Rick Lucas, Head of Performance Marketing GTM at Snapchat for Business, works with brands to move beyond last-click attribution to better understand the role of discovery, cross-channel impact, and net-new customer acquisition.
Taylor Rock , Sr Director of Strategy at WorkMagic helps brands build testing roadmaps and forecast how media performance changes as they scale. He also brings firsthand brand-side experience from Clorox and Burtโs Bees.
Join live or watch later with your personal access: bit.ly/4cXC77p
When should a brand start testing CTV?
How should you think about audience, positioning, and creative?
What should you measure?
And when do you know itโs working well enough to scale?
Gaby Romness, Sofie Sue Rutgeerts and Mike Chu will unpack the practical side of launching and scaling CTV campaigns!
Looking forward to getting beyond the โwhy CTVโ conversation and into how brands actually approach it. :)
Join live or watch later with your personal access: bit.ly/4cXC77p
Pinterest Ads often influences a purchase well before the customer is ready to buy.
On September 9, PJ Andersen and Will Frank will join us to discuss how brands can better understand Pinterestโs role across the customer journey.
PJ Andersen and his team at Pinterest work closely with online-first brands on both sides of the equation: creating demand and proving its incremental impact.
Will Frank brings the operator perspective from AS Beauty, the group behind Laura Geller, Cover FX, Bliss, Julep Beauty, Cover FX and Mally Beauty
Join live or watch later with your personal access: bit.ly/4cXC77p
Across 200+ tests, we measured a 35.6% omnichannel halo effect.
Meaning: more than a third of the impact landed somewhere the platform's reporting could not see. Retail. Marketplaces. Other channels entirely.
For TikTok for Business's TikTok Ads, the effect is even more pronounced:
โ ๐ช๐ฒ๐ฏ ๐๐ฑ๐: 83.5% of incremental orders occurred outside DTC
โ ๐๐ ๐ฉ ๐ ๐ฎ๐
: 48.1% of incremental impact occurred outside TikTok Shop
Join Harshit Saxena, Measurement Lead at TikTok, and Lauren Lauth, VP of Measurement at WorkMagic, as they discuss how brands are measuring the broader halo effect and what theyโre learning from the results.
Registration: bit.ly/4cXC77p
#TikTok #GMVMAX #Incrementality #Ecommerce
What CEOs, CFOs, and Boards Actually Want Marketing to Measure?
You'll get the assumptions, discussions, and answers from different perspectives:
Ipsitaa Panigrahi, MBA
The Global Marketing Effectiveness Lead at Mars. Her work spans across marketing mix modeling, creative effectiveness measurement, retail media analytics, and AI-powered insights tools.
Abir Syed, CPA
The Co-Founder of UpCounting and an ecommerce CFO for 7 and 8 figure brands. He has raised over $60M as a finance executive, works as a fractional CFO for high-growth brands, and ran an ecommerce brand himself, so he has actually bought media.
Lauren Lauth
The VP of Measurement at WorkMagic. She has spent years partnering with the worldโs largest enterprise brands and their agencies, building custom testing roadmaps and helping companies figure out not just what the data says.
โฐ 1:10 PM ET / 10:10 AM PT, September 9. Registration in the comments.
#MarketingMeasurement #Ecommerce #CFO
Brands with meaningful revenue outside .com need incrementality tests.
But the hard part starts when the result contradicts what your team has believed for two years.
What did the test change? The budget, strategy, agency relationship, how the team defines success, or nothing at all?
#Incrementality #PerformanceMarketing #Ecommerce
At The Omnichannel Growth Summit on September 9, hear from growth leaders and measurement experts from Mars, QuadLock, Adquadrant, and WorkMagic!
๐ September 9
โฐ 12:35 PM ET / 9:35 AM PT
๐ bit.ly/4cXC77p
Speakers who's gonna share their POV:
Adrian Rafter @ Quad Lock
Digital commerce and performance marketing leader with 8+ years at Quad Lock, helping scale the business globally across Meta, Google, YouTube, TikTok, and emerging channels.
Ashwini Raibagi @ Mars
CPG marketing measurement and analytics leader with 15+ years of experience across media, brand, shopper, and commercial analytics. Currently leads measurement strategy supporting $250M+ in annual marketing investments.
Cooper Davis @ Adquadrant
Senior Paid Media Strategist at Adquadrant with 10+ years of agency experience, building full-funnel, automation-first programs for ecommerce and DTC brands. He also runs the paid GTM strategy behind the agency's own new business.
Taylor Rock @ WorkMagic
Senior Director of Strategy at WorkMagic, who previously led DTC growth and product at Clorox and acquisition at Burtโs Bees, and has spent his career across media planning, growth, measurement, and omnichannel strategy.