Retail brands are missing a significant revenue opportunity by focusing solely on e-commerce optimization. Despite 85 percent of retail sales still occurring offline, 80 percent of brands continue optimizing their media spend exclusively for e-commerce, leaving untapped revenue on the table.

In collaboration with Meta, Ovative Group, a leading media and measurement firm, has released a white paper titled "Unlocking the Full Potential of Your Marketing Budget with Omni Optimization and Measurement." This research underscores the importance of omnichannel measurement and introduces strategies that drive total business outcomes—not just digital metrics.

The Shift to Omnichannel Optimization

Why E-Commerce-Only Strategies Are Limiting Growth

• Only 15 percent of retail sales occurred online between January and September 2024, yet brands continue prioritizing digital-only KPIs.

• This narrow focus leads to missed opportunities in in-store sales and total revenue growth.

• Omnichannel strategies ensure that both online and offline conversions are optimized for maximum business impact.

Meta’s Omnichannel Ads: Driving Store Sales Growth

• Ovative Group tested Meta’s new Omnichannel Ads, which optimize for both online and offline conversions.

• Results showed a 39 to 53 percent increase in store sales compared to traditional campaigns.

• Some brands saw a dip in e-commerce sales, emphasizing the need for incrementality-based measurement to assess total impact.

Ovative’s EMRge™ Technology: A Breakthrough in Omnichannel Measurement

• EMRge™ provides precise omnichannel measurement through a triangulated approach combining:

  • In-market testing

  • MMM+ (Marketing Mix Modeling Plus)

  • Bottom-up analytics

• This method ensures cross-functional trust in media’s impact, allowing brands to confidently allocate their marketing budgets.

Meta’s New Conversion Rules: Balancing Online and Offline Performance

The Challenge: Maintaining E-Commerce Sales While Growing Offline Conversions

• While Omnichannel Ads drive in-store growth, brands need solutions to minimize potential e-commerce declines.

• Meta is piloting Conversion Rules, a tool that enables advertisers to balance online and offline conversions effectively.

How Conversion Rules Benefit Advertisers

• Allows retailers to set customized weighting between online and offline performance metrics.

• Helps brands optimize total revenue rather than focusing only on digital-first KPIs.

• Provides a more holistic view of campaign success, ensuring long-term growth.

Takeaways for Marketers

85 percent of retail sales still happen offline, yet 80 percent of brands continue optimizing media spend for e-commerce only.

Testing of Meta’s Omnichannel Ads resulted in a 39 to 53 percent increase in store sales, proving the value of omnichannel optimization.

Some brands saw trade-offs in e-commerce performance, highlighting the need for incrementality-based measurement.

Ovative’s EMRge™ platform enables brands to accurately measure total omni impact, combining in-market testing, MMM+, and bottom-up analytics.

Meta’s new Conversion Rules will further refine omnichannel advertising strategies in 2025, helping brands optimize for both online and offline revenue.

The retail landscape is rapidly evolving, and marketers can no longer afford to focus solely on e-commerce optimization. By adopting omnichannel strategies, leveraging Meta’s Omnichannel Ads, and utilizing advanced measurement tools like EMRge™, brands can unlock greater revenue potential and more accurate performance insights.