“We try to figure out what is the right level of investment on the digital upper funnel campaigns — how do these impact our performance campaign. You can actually do this very easily with a conversion lift study through Meta among other partners.”

Conversion lift studies prove how much upper-funnel brand spend boosts performance campaigns

One of the hardest questions in mixed brand/performance budgets is proving the causal link between upper-funnel spend and downstream conversions. Meta's conversion lift study (and equivalents from other platforms) shuts down specific audiences temporarily to measure the counterfactual. At Deezer, this validated assumptions at a much larger magnitude than last-click attribution ever showed.