40% of revenue was hiding in the wrong channel. We found it and unlocked 33% sales growth.

MyDawa, one of Africa's fastest growing online pharmacies, suspected their attribution model was broken. Last-click was telling one story. The truth was different.

Ran a conversion lift study on an $80K budget comparing purchases from exposed vs. control audiences to measure Facebook's true contribution to revenue. Discovered that 40% of sales previously attributed to other channels were in fact Facebook-influenced. Reallocated 50% of budget from programmatic to Meta. Deployed Dynamic Ads, DCO, CBO, and Criteo retargeting to capitalize on the new allocation.