Digital Lab

Most advertisers still treat Meta like a vending machine.

Put in $1 Get $2 back Track the dashboard

But here’s what’s actually happening:

👉 Most Meta campaigns are creating conversions that didn’t get tracked 👉 Buyers are seeing ads, then converting later on different channels 👉 ROAS is only telling a fraction of the story

A new report from Haus backs this up with hard data.

We’ve been helping clients take advantage of the strategies without the need for multi-thousand-dollar attribution tools.

Winning isn’t just for the massive brands with unlimited budgets to throw around.

And it’s why we’re doubling down on our Meta advertising strategy.

Why ROAS Is Only Half the Picture

ROAS reporting lives inside the Meta platform, but buyers don’t.

Meta attribution recommendations report conversions using a 7-day click and 1-day view window.

That means if a user sees your ad today but doesn’t purchase until two days later, after searching your brand or clicking an email, you completely lose visibility.

The sale happened, but Meta just doesn’t get credit.

Now multiply that across thousands of buyers and hundreds of campaigns.

What you’re left with is a dashboard that looks underwhelming even when the business impact is massive.

What Incremental Revenue Really Means

Incremental revenue is the money your business earns because of your ads.

❌ Not sales that were going to happen anyway

❌ Not last-click credit from someone already planning to buy

✅ Real revenue created by new attention, new consideration, or new urgency.

While we  do recommend setting up a fancy attribution tool for larger businesses…

You don’t need an expensive attribution tool to see it in the beginning.

How to Spot Incremental Wins Without Fancy Software

Look outside the ad platform.

Track signals like:

✅ A rise in direct traffic during campaigns ✅ More people searching your brand name ✅ Customers saying “I saw your ad” or “you kept popping up” ✅ Organic or referral conversions are increasing in tandem with your paid efforts ✅ More subscribers, more form fills, more demo requests (overall)

These are all examples of Meta ads doing their job.

The job doesn’t end on Facebook.

What the Report Actually Shows

Haus analyzed hundreds of Meta campaigns using incrementality tests.

Instead of just measuring platform returns, they measured full business impact.

The findings were clear:

• Top-of-funnel campaigns often drove more revenue than direct-response ads
• View-based ads had a bigger influence than people assumed
• Companies that optimized for broad influence, not just in-platform conversion, saw faster growth across all channels

It wasn’t simply a reflection of better ROAS; it was a smarter use of Meta as an engine that fuels everything else.

Not Just for DTC

This isn’t limited to eCommerce.

• B2B companies close more deals when Meta warms prospects before a rep starts pitching
• Local services win when people feel familiar with the brand before they book
• Tech and software companies close more deals when Meta builds upfront visibility
• Nonprofits gain trust and drive donations when their mission/story is seen consistently

Companies that are hyper-focused on tracking every click and reporting every sale immediately are losing hand over fist.

The brands that are growing understand that advertising on Meta has a ripple effect that touches every area of their business.

👀 The way customers look at you 👀 The way prospects discover you 👀 The way your brand circulates in normal conversation 👀 The level of research prospects put into a competitor

Everything improves when you have a consistent advertising message nurturing your business.

What We’re Doing Differently in 2025

We’re no longer measuring Meta ads by what the platform tells us.

We’re measuring the impact on the entire business.

That means:

✅ Prioritizing reach and visibility at the top of the funnel ✅ Creating retargeting flows that feel helpful, not repetitive ✅ Tracking full-funnel impact across organic, paid, referral, and direct ✅ Building creative assets that stick with you, even if you don’t click

Because if your Meta campaign drives a Google search, a direct visit, and a sale later that week, it worked.

Regardless of whether ROAS counted it or not.

The Takeaway

Meta remains one of the most powerful tools to generate momentum across your business.

Not just for DTC Not just for impulse buys But for any business that needs attention, familiarity, and trust at scale.

The platforms won’t always tell you the full story.

But the business will.

That’s why this strategy is the only way brands are winning anymore.

Are your ads really growing your business?

Many companies have a hard time answering that question.

“I think so?”

“ROAS seems strong?”

“We never seem to get it off the ground.”

If you’re not seeing Meta as one of your biggest growth marketing channels this year, then you’re missing something.

Maybe it’s creative assets, maybe it’s a funnel problem, maybe your ads just aren’t set up the right way… No matter what the issue is, we can help you clean it up fast.

Start making real money with Meta & ditch the old playbook.