Hexclad & Haus
Hexclad's 12-piece pan set, priced at $699.99, faced a long customer consideration phase. The company needed to measure the incrementality of their Meta ad spend over this extended purchase journey, as traditional last-click attribution and platform reporting methods were insufficient.
Hexclad partnered with Haus to conduct an incremental impact test using geo-holdouts. They aimed to determine the optimal investment level in Meta ads and assess how the incrementality of these ads changed over the long consideration phase for a high AOV product.
Using GeoLift, Hexclad implemented a 3-cell optimal spend level test across the US, dividing it into three geographic groups. One had normal ad exposure, another had increased spend, and the control group had no ads. They analyzed sales on Shopify and Amazon over a two-week period, extending the measurement window by three weeks to capture lagging sales effects.
Initially, increased Meta ad spend showed less efficiency. However, after the extended observation, CPIA decreased by 56% in the normal spend group and 67% in the increased spend group. This highlighted the importance of a longer measurement period for high AOV products. Hexclad now plans to test other channels for comprehensive media mix optimization.
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