How Mejuri Discovered What Was Really Driving Sales
By partnering with Haus, Mejuri uncovered a key opportunity for growth on Meta — and boosted their iROAS by 57%.
“Haus has opened our eyes to the true incrementality of our marketing channels.”
The challenge
Meta was a key growth channel for Mejuri, but something didn’t add up.
Mejuri, a global fine jewelry brand redefining modern luxury for every day, partnered with Haus to understand the ROI of their paid media strategy. They were surprised to learn that while Meta ads drove revenue, they fell short of iROAS targets. Most of their revenue from Meta ads was coming from people who already knew and loved the brand.
This led Mejuri to wonder:
Could altering their Meta strategy help them efficiently reach new, incremental audiences?
The hypothesis
Mejuri suspected that upper-funnel campaigns might help convert new buyers.
Using Haus GeoLift, Mejuri designed an experiment to test whether upper-funnel Meta ads actually drive new customer revenue — something that typical platform reports struggle to measure.
They reallocated 25% of their Meta ads budget to upper-funnel campaigns and measured their incremental impact.
Create the experiment
Working alongside a Haus Measurement Strategist, Mejuri translated their hypothesis into an experiment that could isolate true lift.
Let’s walk through exactly how they set it up.
Setup
With a few clicks, Mejuri began designing an experiment with Haus.
Let’s create an experiment
Optimize
Haus lets you tailor your experiment design to your needs. Mejuri decided to balance power and precision by selecting a 3-week test with a 30% holdout.
Experiment optimization
Apply experiment
Haus automatically applied the test and control groups to Mejuri’s Meta campaign.
experiment runs
The experiment ran for 3 weeks, with a 1 week post-treatment window.
Experiment results
Overall, Mejuri saw 1.5x better performance than their original iROAS goal.
By testing the impact of adding upper-funnel Meta ads into their media mix, Mejuri saw an 11% lift in incremental revenue and a more efficient iROAS.
After the two-week post-treatment window, results improved even further. They saw a 12.9% lift in incremental revenue and a 57% improvement in iROAS.
Mejuri upper-funnel Meta results
From Insight to Action
With this experiment, Mejuri was able to efficiently drive more revenue from new audiences.
Mejuri’s shift in media mix drove a 12.9% lift in incremental sales and a 57% improvement in iROAS.
By using holdout testing, Mejuri proved the impact was real. They now have a clear path to optimize media spend for greater efficiency and growth.
How confident are you in what’s actually driving your growth?
Just like Mejuri, a small, strategic shift might have a big impact. You’ll never know unless you test.
The Laws of Incrementality
Whether you’re new to incrementality or a testing veteran, The Laws of Incrementality apply no matter your measurement stack, industry, or job family.
Incrementality = experiments
Not all incrementality experiments are created equal
Incrementality is a continuous practice
Incrementality is unique to your business
Acting on incrementality improves your business
