“the important thing to do is to run the lift studies within the platform which actually doing AB tests with hold out groups to tell you because for a brand like 11 Labs where lots of people already know you you'll often end up with lots of people would have converted anyway and particularly as you start doing stuff like retargeting ads”

Run lift studies with holdout groups — not attribution reports — to know real ad impact

At scale, reported conversions are wildly inflated by people who would have converted without seeing an ad. ElevenLabs runs platform-level lift studies with holdout groups to measure true incrementality, then applies a quarterly adjustment to all channel attribution before making budget decisions. Any app spending into retargeting or branded keywords needs this discipline or it will dramatically overestimate paid channel ROI.