[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":14,"coauthors":15,"class_list":17,"acf":29,"head_links":611,"breadcrumbs":612,"reading_minutes":170,"category":620,"head":625},"2026-10-05T15:01:13",{"rendered":6},"\n\u003Cp class=\"has-white-color has-text-color has-background has-link-color wp-elements-aa11bd2214777b33c5f5d03b0fd7c06c\" style=\"background-color:#107de8\">\u003Cstrong>This event took place in partnership with Meta in London on the 1st of October 2026\u003C\u002Fstrong>.\u003Cstrong> If you couldn’t make it, here is what each speaker covered. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"introduction-to-the-event-hosted-by-liam-wade\">\u003Cstrong>Introduction to the event, hosted by Liam Wade\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The session opened with a chess story. \u003C\u002Fp>\n\n\n\n\u003Cp>In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in a human vs machine chess match.  \u003C\u002Fp>\n\n\n\n\u003Cp>Later, in 1997, Kasparov lost to IBM’s upgraded Deep Blue supercomputer in 1997, becoming the first computer system to beat a chess grandmaster.\u003C\u002Fp>\n\n\n\n\u003Cp>In 2005 at the PAL\u002FCSS Freestyle Chess Tournament, a team of two relative amateurs utilising three ordinary personal computers shocked the chess world by defeating grandmasters and supercomputers.\u003C\u002Fp>\n\n\n\n\u003Cp>The victory became a foundational case study in human-machine collaboration. This is because they had a better process for deciding when to trust the machine. \u003C\u002Fp>\n\n\n\n\u003Cp>Meta’s AI is now available to every advertiser, so the edge comes from how you work with it: The signals you feed it, the creative you give it and the way you measure the result.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1830\" height=\"1372\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fmetrics-that-matter-event-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-40021\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"meta-keynote-the-next-era-of-performance\">Meta keynote: The next era of performance\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Speaker: James Powell, Agency Solutions Manager, Meta\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>James discusses how Meta’s AI now powers ad retrieval, prediction, and optimisation, and that a global test found that Advantage+ sales campaigns delivered 20% lower cost per result. \u003C\u002Fp>\n\n\n\n\u003Cp>As Meta AI becomes a place people discover products, your catalogue, organic content and measurement setup determine whether your brand shows up. New tools include \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fads\u002Fmeta-advantage-plus\" data-type=\"link\" data-id=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fads\u002Fmeta-advantage-plus\">Advantage+\u003C\u002Fa> background generation, a Meta AI business assistant (beta) called Muse, and ads AI connectors built on \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F\" data-type=\"link\" data-id=\"\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F\">Model Context Protocol (MCP)\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Takeaway\u003C\u002Fstrong>:  The constraints of cost, speed and quality are falling away, so the advantage comes from the signals and creative you feed the system.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"5712\" height=\"4284\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002FIMG_5319.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-40027\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"beyond-the-black-box\">Beyond the black box\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Speaker: Amy Stamper, Head of Paid Social, Impression\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Consolidated Advantage+ structures don’t mean giving up control of who you reach. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbreaking-into-the-black-box-an-e-commerce-case-study-on-unlocking-metas-product-level-ad-data\u002F\" data-type=\"link\" data-id=\"\u002Fblog\u002Fbreaking-into-the-black-box-an-e-commerce-case-study-on-unlocking-metas-product-level-ad-data\u002F\">(Read the case study)\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>The three levers that matter:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"audiences-and-structure\">\u003Cstrong>Audiences and structure\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Label your audiences, add segment breakdowns to BAU reporting to see where Meta is spending, then use value rules to bid up or down by audience, placement or conversion location. Use them when you hold information Meta doesn’t, such as valuing new customers over existing ones at the same basket value.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"bidding-for-the-metrics-that-matter\">\u003Cstrong>Bidding for the metrics that matter \u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Pass profit margin data back via Conversion API (CAPI )to optimise for profit on ad spend. Tests predicted lifetime value (5+ distinct values, a 3x spread, signal within 7 days, and willingness to accept higher CPAs), and validate incremental bidding with a two-cell \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbusiness.facebook.com\u002Fbusiness\u002Fmeasurement\u002Fconversion-lift\" data-type=\"link\" data-id=\"https:\u002F\u002Fbusiness.facebook.com\u002Fbusiness\u002Fmeasurement\u002Fconversion-lift\">lift study\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"creative-as-targeting\">\u003Cstrong>Creative as targeting\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Andromeda can serve hundreds of ads per advertiser, so start with what each persona cares about (first-party data, surveys, reviews, social listening), turn pain points into concepts and hooks, and tag every asset to see which personas win.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1410\" height=\"878\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Famy-stamper-metrics-that-matter.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-40033\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"winning-brand-attention-outside-the-social-feed\">\u003Cstrong>Winning brand attention outside the social feed\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Speaker: Harriet Fitzgerald, Head of Programmatic, Impression\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>It takes about 2.5 seconds of active attention to encode a memory, yet 85% of video ads miss it. Off-feed video such as CTV is lean-back and sound-on, with around 30 seconds of view time and 90% average completion (35% for social video), so it encodes the memory. Priming then cuts the attention Meta’s in-feed video needs from 2.5 to 1.5 seconds, a 40% reduction.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-hold-and-the-hook\">\u003Cstrong>The hold and the hook\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Off-feed video holds attention and tells the full story (a charity client used CTV for the story arc), then the in-feed hook triggers that memory and stops the scroll. Branding, narrative and tone must link the two.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"guardrails\">\u003Cstrong>Guardrails\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Prioritise high-attention formats, ensure the brand is recognisable across formats, aim for 2-3 exposures per week, and use broad audiences to feed Advantage+.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"prove-it\">\u003Cstrong>Prove it\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Run a geo split of Meta only against Meta plus off-feed video, and track AVOC, hook rate and blended CPA. Combined with TV, the brand Heineken saw a 22 point lift in incremental brand awareness and Intersport 2.6x brand metrics, as an example.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"4032\" height=\"2268\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fharriet-meterics-that-matter-event.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-40038\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"proving-and-acting-on-what-drives-incremental-growth\">\u003Cstrong>Proving and acting on what drives incremental growth\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Liam Wade, Chief Strategy Officer, Impression\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Even if you switched off all advertising tomorrow, you would still make sales. Platforms credit campaigns on correlation, so their claims can add up to more than 100% of revenue, and over-reliance on attribution leads to a performance plateau. Incrementality shows what your marketing actually caused.\u003C\u002Fp>\n\n\n\n\u003Cp>Liam explores this in a case study for airline Norse Atlantic Airways\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"norse-atlantic-airways-case-study\">\u003Cstrong>Norse Atlantic Airways case study\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Platforms attributed over 50% of revenue and GA4 under 5%, but a multi-cell geo-holdout test found a 27% incremental contribution to total revenue, with high statistical confidence\u003C\u002Fp>\n\n\n\n\u003Cp>Liam then showed how Impression turns measurement into action with the \u003Cstrong>Find, Fund, Protect framework\u003C\u002Fstrong>, used to cut media spend and scale revenue:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Find\u003C\u002Fstrong>: Use incrementality tests to spot spend that platforms over-attribute, or where you are over-indexed against competitors, then diversify that spend. A nationwide B2B retailer’s 8-week brand PPC pause showed zero incremental revenue and an estimated 175k in annual media spend saved\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Fund\u003C\u002Fstrong>: Look for channels that are under-attributed, or where you are under-indexed against competitors, and increase spend there. A 2-week YouTube test for a lead-gen client drove 800 incremental MQLs and a 176% jump in brand searches\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Protect\u003C\u002Fstrong>: Find and Fund are one-off moments, so Protect is what sustains growth. Keep testing, track long-term brand effects, then re-test and reallocate. Three rules apply: results decay as the economy, competitors and algorithms change; one test gives one result at one spend level, so map saturation; and incrementality data has limits against long-term effects, so over-relying on it is as risky as over-relying on attribution\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"three-things-to-do-next\">\u003Cstrong>Three things to do next\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Check which audiences your consolidated campaigns are really spending on, and pass profit or lifetime value data back via CAPI\u003C\u002Fli>\n\n\n\n\u003Cli>Pair off-feed video with your Meta activity and run a geo-holdout test to prove the effect\u003C\u002Fli>\n\n\n\n\u003Cli>Ask when you last seriously questioned your media performance assumptions, and test before you cut or scale budget\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"5712\" height=\"3213\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fliam-wade-metrics-that-matter-2.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-40045\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"want-to-talk-it-through\">\u003Cstrong>Want to talk it through?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>We offer The Signal & Scale Check: a 20-30 minute call reviewing your Meta signal health (CAPI, first-party data, value-based bidding) and creative diversity, followed by a short visual one-pager. To book one, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\" data-type=\"link\" data-id=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",false,"standard",[10,11,12,13],39,36,40,286,[],[16],164,[18,19,20,21,22,23,24,25,26,27,28],"post-40017","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-paid-social","category-ppc","category-programmatic",{"page_content_modules":30,"hero":166},[31,119],{"acf_fc_layout":32,"reduced":33,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":33,"title":34,"content":6,"authors":35},"blog_post_content",true,"Impression x Meta: The Metrics That Matter – Key takeaways",[36],{"id":37,"path":38,"display_name":39,"job_title":40,"description":41,"avatar_url":42,"acf":43},98,"\u002Fabout\u002Four-team\u002Fmatthew-ahern\u002F","Matthew Ahern","Digital Marketing Manager","As a part of the growing Commercial Team at Impression, I support the Head of Marketing and the content element of Impression’s marketing strategy.","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":40,"full_bio":44,"specialist_service_links":45,"photo":64},"\u003Cp>Digital Marketing Manager. Joined Impression in December 2021.\u003C\u002Fp>\n\u003Cp>I began my digital marketing career as an in-house Marketing Assistant for a Nottingham-based luxury brand. I also spent a short time in the world of merchandising before returning to digital marketing as an in-house Marketer for a national manufacturer of electrical goods. I produced a wide range of internal and external content, including social media and website content. I wanted to take my content marketing skills further, so when I saw that Impression was looking for a Content Executive, I thought it would be a great opportunity to explore and develop my skills.\u003C\u002Fp>\n\u003Cp>I work closely with Impression’s Head of Marketing to support them in delivering the content element of Impression’s marketing strategy. I collaborate across departments to produce digital content, such as case studies, website copy, and long-form content.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nA moment I was really proud of was receiving my Masters degree in marketing. Marketing was a completely new world to me back then, so there was a lot of pressure on learning, understanding, and implementing new ideas and strategies into my work.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nMy favourite things to do outside of work are to visit quirky museums and to enjoy well-brewed coffee in independent coffee shops.\u003C\u002Fp>\n",[46],{"page":47,"link_text":63},{"ID":48,"post_author":49,"post_date":50,"post_date_gmt":50,"post_content":51,"post_title":52,"post_excerpt":51,"post_status":53,"comment_status":54,"ping_status":54,"post_password":51,"post_name":55,"to_ping":51,"pinged":51,"post_modified":56,"post_modified_gmt":56,"post_content_filtered":51,"post_parent":57,"guid":58,"menu_order":57,"post_type":59,"post_mime_type":51,"comment_count":60,"filter":61,"url_path":62},33,"98","2020-03-12 15:00:28","","Digital Marketing Services","publish","closed","digital-marketing","2026-04-13 15:14:11",0,"\u002F?page_id=33","page","0","raw","\u002Fdigital-marketing\u002F","Digital Marketing",{"ID":65,"id":65,"title":66,"filename":67,"filesize":57,"url":68,"link":69,"alt":51,"author":70,"description":51,"caption":51,"name":71,"status":72,"uploaded_to":57,"date":73,"modified":73,"menu_order":57,"mime_type":74,"type":75,"subtype":76,"icon":77,"width":78,"height":79,"sizes":80},16743,"Matthew-Ahern_New2","Matthew-Ahern_New2.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&q=90","\u002Fmatthew-ahern_new2\u002F","12","matthew-ahern_new2","inherit","2022-04-21 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more posts","See all articles","\u002Fblog\u002F",[126,143,156],{"type_key":19,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":131,"image":132,"authors":133,"category":140},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. 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We’re certainly seeing the impacts of these changes en masse. 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Our experts regularly blog about the digital marketing news that’s stirring up the industry, so check back regularly or \u003Ca href=\"\u002Fnewsletter\u002F\">sign up to our newsletter\u003C\u002Fa> to stay informed!\u003C\u002Fp>\r\n\u003Cp class=\"p1\">\u003Cspan style=\"font-weight: 400\">Impression is a multi-award-winning \u003C\u002Fspan>\u003Ca href=\"\u002Fdigital-marketing\u002F\">\u003Cspan style=\"font-weight: 400\">digital marketing agency\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> that provides services\u003C\u002Fspan> that provides services including \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">Strategy\u003C\u002Fa>, \u003Ca href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>, \u003Ca href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">Media Effectiveness\u003C\u002Fa> to its wide range of clients. Browse our latest thinking around digital marketing below, or \u003Ca href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to discuss how we can help you.\u003C\u002Fp>","category",[],{"sub_title_override":51,"title_override":51,"hidden":7},[],96,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[183,185,188,191,194,197,200,202,204,206,209,212,215,218,221,224],{"property":184,"content":181},"title",{"property":186,"content":187},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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