ElevenLabs · AI voice and audio tools
Run holdout tests in each ad platform and discount reported sales by the results
Example: 500 reported conversions were only 200 incremental
Unknownanalytics-attribution
What they did
For self-serve web (bulk of spend), judge channels on direct ROI. Run in-platform lift studies (A/B tests with holdout groups) since a known brand gets many conversions that would happen anyway, especially from retargeting. Pull conversion data from each platform, apply incrementality adjustments that are updated every quarter, and allocate budgets from the adjusted numbers. Mobile, self-serve web and enterprise treat brand vs performance differently.
What happened
Illustrative: platform says 500 conversions, only 200 incremental.
- Stage
- scale
In their words
Sub Club by RevenueCat · How ElevenLabs Turns Feature Launches Into a Growth Engine – Luke Harries“the important thing to do is to run the lift studies within the platform, which actually do an A/B test with holdout groups”
“we pull all that data from the platforms, we then add incrementality adjustments, which we then update every quarter, and then that's how we use to allocate our budgets.”
Related topics
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