MINNEAPOLIS, March 27, 2025 /PRNewswire/ — Ovative Group, a leading media and measurement firm, partnered with Meta to release a groundbreaking white paper, “Unlocking the Full Potential of Your Marketing Budget with Omni Optimization and Measurement.” The paper reveals how brands can unlock untapped revenue by shifting from e-commerce-only optimization to a holistic, omnichannel strategy.

Despite only 15% of retail sales occurring online between January and September 2024, 80% of brands continue optimizing media spend exclusively for e-commerce—leaving significant revenue on the table.

“Marketers who continue optimizing to digital-only KPIs are leaving significant revenue on the table. The shift to omni measurement isn’t just an option—it’s a necessity,” said Beth McKigney, SVP of Measurement at Ovative Group.

Ovative’s testing of Meta’s new Omnichannel Ads—which optimize for both online and offline conversions—showed a 39% to 53% increase in store sales compared to business-as-usual campaigns. However, some brands experienced a dip in e-commerce sales, highlighting the need for incrementality-based measurement to understand total omni impact.

Ovative’s EMRge™ technology enables this precise measurement through a triangulated approach combining in-market testing, MMM+, and bottom-up analytics—ensuring cross-functional trust in media’s impact.

Meta is also piloting Conversion Rules, a new tool allowing advertisers to balance online and offline conversions—helping omnichannel retailers minimize e-commerce declines while maximizing total revenue.

Key Takeaways:

85% of retail sales still happen offline, yet 80% of brands continue optimizing media spend for e-commerce only.
Testing of Meta’s new Omnichannel Ads drove a 39% to 53% increase in store sales vs. standard campaigns—but also revealed e-commerce trade-offs, emphasizing the need for incrementality-based measurement.
Ovative’s proprietary platform, EMRge™, enables brands to confidently measure total omni impact, combining in-market testing, MMM+, and bottom-up analytics.

This new approach empowers brands to confidently invest in strategies driving total business outcomes—not just digital metrics. The white paper also outlines how upcoming Meta product enhancements, including Conversion Rules, will further advance omnichannel results in 2025.

Learn how to unlock your marketing budget’s full potential by downloading the white paper.

About Ovative Group

Ovative Group is an independent, full-funnel media, measurement, and creative firm. Leveraging deep industry expertise, we help brands like Domino’s, Facebook, The Home Depot, General Mills, Disney, and UnitedHealth Group transform their media and measurement programs. The result? Profitable growth that speaks for itself.

At Ovative, we don’t just track data—we redefine success. How do we do it? Our proprietary MarTech platform, EMRge™, helps businesses transform marketing into a driver of sustainable growth. Powered by Enterprise Marketing Return (EMR), our differentiated approach to holistic media buying, planning, and measurement, EMRge™ is the first MarTech platform to measure businesses holistically. We raise the bar every day, and it shows. Our work has been recognized by organizations like Digiday, Google, Inc. 5000, USA Today, and Search Engine Land.

For more information about Ovative, visit our website or follow Ovative on Facebook, Instagram, LinkedIn, and Twitter.

Media Contact:
Jasmin Stevens
VP, Marketing
[email protected]

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