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Research.

We test our own instruments before we trust them with your budget. This is what we found, including where we were wrong.

Bar chart: ROAS bias falls from +7.6 with no lifts to +0.88 with five geolifts.

ArticleYour MMM is probably wrong: what we learned calibrating with geoliftsWe built simulated businesses where we know the true ROAS, then graded the popular MMMs against it. Five geolifts cut PyMC's bias from +7.6 to +0.88. Running experiments mattered more than choosing the model.Entropy Labs · Oct 22, 2026 · 12 min readRead the article →

Study · free PDFMeta in 2026: what works, and what doesn't.10,000+ creatives from 32 brands, every ad judged only against ads from the same brand, campaign and month. Exactly one creative lesson travelled between brands. The full study is a free download.Entropy Labs · 11 pagesGet the full study →