Graza, a fast-growing olive oil brand known for its playful DTC presence and retail expansion, wanted to understand the true contribution of Meta Ads and to build confidence in measurement before increasing their ad investment further. With WorkMagic’s incrementality testing and attribution tools, the team uncovered that Meta’s actual impact was significantly higher than what last-click and rules-based models suggested. This clarity helped Graza scale efficiently — improving POAS, lowering CAC, and allowing them to confidently invest in future growth.
Key Takeaways
With WorkMagic, Graza gained the following insights and growth:
169% more incremental orders vs last-click reported
20% MER improvement while scaling spend
9% increase in POAS and 14% drop in CAC
“We always suspected Meta was contributing more than our attribution models showed — but WorkMagic helped us prove it. The clarity gave us the confidence to scale, and the results speak for themselves: stronger POAS, lower CAC, and more efficient growth overall.”
About Graza
Graza is a modern olive oil brand bringing high-quality, single-origin oils directly from Spain to kitchens across the U.S. Launched with a direct-to-consumer model, Graza quickly gained traction for its playful branding and homechef-loved product.
Their growth has been rapid yet intentional, expanding swiftly into national retail distribution while maintaining a strong community of loyal online customers. Their latest offering, Frizzle, hit the shelves in February and instantly became a kitchen staple.
Proving Meta Ads efficiency before raising investment
Graza had squeezed its way onto thousands of retail shelves and into millions of homes in just 18 months, through a combination of intuitive product design, and a prudent growth strategy. Before taking their next step to scaling spend, the team wanted to understand the real contribution of each channel. Meta made up the majority of spend — so understanding its true performance was critical.
Their existing combination of rules-based attribution models like last-click attribution could not definitively isolate the actual impact that Meta was driving. Keeping true to the prudent approach to growth that had brought them this far, the team needed a different approach to measurement.
Geo lift tests that revealed Meta's true impact
Already familiar with the WorkMagic team from previous lift tests, Graza decided to run a geo lift test focused on Meta. In partnership with WorkMagic's team, the brand set out to design and launch a geo lift test focused on Meta. The first step: selecting control and test groups.
This involved using machine learning to select Designated Market Areas (DMAs) into two groups based on factors like seasonality and performance trends. WorkMagic automatically created two statistically similar groups for Graza, one test and one control group, on which the experiment could be run.
The objective of the study was clear — determine the incremental orders caused by Meta ad exposure, and help Graza understand the difference between the incrementality-measured baseline, and their other methods of attribution.
Understanding Meta Ads' true incremental impact on sales
Graza received their answer within 4 weeks. The lift test report in WorkMagic was comprehensive:
Meta's true incremental impact was 2.7x higher than last-click reported
Through the lift test, the WorkMagic team calculated that Meta ads had actually driven 2.7x higher incremental lift than last-click reported figures, which represented a significant increase in the ad platform's performance.
This closely aligned expectations of upper-funnel channels like Meta — a last-click attribution model typically misses a large portion of the conversions that happened due to the ads.
Adjusting key metrics through incrementality testing results
The lift test gave Graza a solid foundation on which they could calculate the ground truth of various key metrics. These included the true incremental ROAS (iROAS) and incremental POAS (iPOAS) of each campaign, down to the ad level.
Armed with the ground truth about ad performance from lift testing, and a newly calibrated custom attribution dashboard, the Graza team felt confident in raising their investment in Meta.
Over the next three months, Graza increased Meta spend by nearly 60%, and the investment paid off. With the proper measurement provided by WorkMagic, the team saw:
106% increase in Meta-attributed sales
9% improvement in Meta POAS
14% reduction in Meta CAC
With growing confidence in both scaling paid channels and accurately measuring its impact, the Graza team swiftly followed up their Meta lift test with one that dug into the impact of their YouTube and Google Search ads.
Backed by WorkMagic's accurate, granular measurement, and the confidence to further experiment, the Graza team is now well-equipped to continue their strategic expansion across DTC and retail channels.