How does Wayfair evaluate a new advertising channel?

In this clip, Morgan Brown, Head of Paid Media at Wayfair, explains how the team tested AppLovin using strict performance criteria, incrementality testing, and ROAS thresholds.

Wayfair ran a state-level holdout test, analyzed backend data, and used the results to determine whether AppLovin was driving real incremental growth.

For teams in ecommerce, DTC, and performance marketing, this is a look at how a large retailer tests and scales new acquisition channels.