Performance media, held to business growth.
Performance media at QRY is run against business growth, not platform-attributed ROAS alone. Platform attribution tells you who got credit for the sale. We measure whether the spend grew the business — through incrementality, new-customer share, and contribution margin.
Platform-attributed ROAS doesn't tell you whether the spend grew the business.
A performance program can hit its ROAS target every month while new-customer acquisition flattens. The cause is usually the same: a program structurally optimized to retarget existing demand, with a measurement layer that can't tell the difference.
We measure incrementality through designed-in structures, build campaigns around new-customer acquisition, and allocate budget against marginal contribution to growth — not platform-attributed CPA. The output is performance spend that grows the business, in terms a CMO can defend.
Three measures of whether performance grew the business.
Whether the spend caused the sale, not just got credit for it.
Designed-in measurement — geo holdouts, conversion lift studies, post-purchase surveys — that isolates what the spend actually moved, separate from what would have happened anyway.
The share of attributed sales that came from new customers.
The portion of paid-attributed sales that came from genuinely new buyers, not retargeting existing demand. The test of whether a program is growing the business.
Revenue minus the cost of the sale, including media spend.
What's left after the cost of the sale, including the media spend. The metric that survives a finance review and tells you whether the program is profitable.
Our approach
- 01Incrementality testing — geo holdouts, conversion lift, post-purchase survey attribution
- 02Campaign architecture built around new-customer acquisition, not retargeting-led ROAS
- 03Creative testing structured to produce learning, not just optimization
- 04Audience strategy on first-party data, intent signals, and modeled prospecting
- 05Budget allocation against marginal contribution, not platform-attributed CPA
Outcomes
- Performance spend that grows the business, not just the ROAS report
- New-customer acquisition that compounds quarter over quarter
- Measurement clear enough to scale spend on
Channels we optimize
The questions buyers usually ask.
- Why doesn't QRY optimize against ROAS alone?
- Platform-attributed ROAS tells you who the platform claimed credit for — not whether the spend grew the business. We optimize against incrementality, new-customer share, and contribution margin. The question we answer is whether the marketing actually moved the business.
- What is incrementality testing and when do you use it?
- Structured measurement — geo holdouts, conversion lift studies, post-purchase survey attribution — that isolates the contribution paid media actually made to the outcome, separate from what would have happened without it. We design these into every program, not as a one-time study.
- What does "new-customer share" mean and why does it matter?
- The portion of paid-media-attributed sales that came from genuinely new customers, not from retargeting existing demand. It's the test of whether a performance program is growing the business or just claiming credit for buyers who would have arrived anyway.
- How does your creative testing work?
- Structured creative testing built around producing learning — what's working, why, what to do next — not just identifying a winning variant. The output is a creative-strategy frame the brand can keep using, not a single high-ROAS asset.
- How is this different from a typical performance agency?
- Most performance agencies measure success at the campaign level: did the campaign hit its ROAS target. We measure at the business level: did the spend grow the business. Different questions produce different programs.
Talk through your performance program.
Start with a short strategy conversation. We'll assess fit and show what performance held to a growth standard looks like for your brand.