Custom Ink ran a lift test with Social Fulcrum to determine the real impact and incremental return on ad spend (ROAS) from its Facebook advertising campaigns. The test showed that Custom Ink's real ads generated $620K in incremental revenue over the control ads, resulting in a 15x incremental ROAS. This data provided Custom Ink the confidence to ask its board for funding to expand its Facebook advertising, which led to an 850% growth in Facebook revenue over the next two years.

1. SESSION:
Lift testing:
Why, when and how it will transform your
business like it did for Custom Ink
Chris Berejik, SVP, Marketing
Custom Ink
July 23, 2019

3. 2
The leader in custom apparel and products
● Founded in 1999 - as a website to make it easier to create &
design custom t-shirts online
● Headquartered in Fairfax, VA, with offices in Dallas, Reno,
Charlottesville, and LA
● Approximately $400M in annual revenue and over 1,600
employees
● Beyond t-shirts - Now offer business, performance,
activewear apparel and promotional products
● Cont. growth through fundraising apparel platform, influencer-
led apparel platform (Represent), stores, innovative design
tools, and a focus on customer service

4. 3
When launching Facebook advertising, Custom Ink was
looking first for profitability and then for scale
Custom Ink Goal #1:
Find self-funding paid marketing channels
Facebook Goal:
Prove that Facebook-only-attributed ROAS
was greater than 3x
Custom Ink Goal #2:
Maximize scale of self-funded paid
channels to inflection point of diminishing
returns
Facebook Goal:
Ramp spend consistently while maintaining
above a 2x marginal ROAS
Profitability Scale

5. 4
The problem: Facebook was self-reporting attractive ROAS, but was
not discounting for the portion of customers who would have made
purchases anyway
Campaign Audience
Facebook
Self-Reported
ROAS
Background
Purchase Rate of
Facebook Users
Facebook
Incremental
ROAS
Facebook Retargeting
Site visitors who
did not buy
30x ? ?
Facebook Reactivation Past customers 45x ? ?
So what was the real impact of Custom Ink Facebook ads?

6. 5
The solution: Custom Ink worked with Social Fulcrum to run a lift test
and determine the real impact of its ads
Some customers saw
real Custom Ink ads
Some users saw ads
in a control group
This tracks the background
purchase behavior of
Facebook users

7. 6
The results: The test showed that Facebook had a very attractive
incremental ROAS in both retargeting and reactivation campaigns
● Real ads generated $880K in
revenue
● Control ads generated $260K
in revenue
So, real ads generated $620K
in incremental revenue, or
15x incremental ROAS

8. 7
This data helped us ask the board for the capital we needed
to fund the expansion of Facebook
Attribute Before Lift Test After Lift Test
Facebook self-reported results ✓ ✓
Incrementality of other paid channels ✓ ✓
Understanding of background purchase
behavior of Facebook users
✓
Incrementality of Facebook results ✓
Understanding of real impact of Custom Ink
Facebook ads
✓
Confidence ✓

9. 8
In result, we grew Facebook revenue by 850% in 2 years

10. ● Lift testing helped Custom Ink understand the incremental impact of
advertising on Facebook
● Custom Ink was able to scale spend on Facebook with the confidence that
the channel was generating incremental revenue
● As a result of this process, we have grown revenue from Facebook by 850%
in the past 2 years
9
What now?