Rippling doesn't measure brand campaigns on direct-response metrics. Instead, creative top-of-funnel ads are designed to "implant a seed" of brand awareness. Success is measured by how these campaigns increase the efficiency and conversion rate of subsequent mid- and bottom-funnel ads shown to the same audience.

To prove marketing's value beyond clicks, use brand lift surveys (A/B testing ads) to measure awareness shifts. For sales impact, use causal impact modeling to compare forecasted sales (based on historical data) with actual sales during a campaign, isolating the campaign's "bump."

To get C-suite buy-in for long-term brand investment, marketers should run small, ring-fenced test campaigns. By isolating a market segment and layering brand tactics on top of demand generation, you can demonstrably prove superior growth compared to a control group, de-risking a larger investment.

To prove marketing's ROI, run geo-fenced ad campaigns targeted at a specific set of retail locations. By comparing sales in these "test" stores against a control group of similar stores, you can measure the direct, incremental sales lift caused by your creative, providing black-and-white accountability.

To measure the combined success of brand and ABX, track metrics in layers. Look at short-term ABX results (pipeline influence) and long-term brand signals (share of voice). The magic is connecting them: prove that accounts with high brand engagement also show better ABX response rates, demonstrating the multiplier effect.

To sell leadership on brand initiatives with indirect ROI, translate organic performance into paid media equivalents. Calculate what the millions of impressions from a viral video would have cost via paid channels. Frame it as a cost-effective way to build brand and lower overall CAC.

Repositioning Marketing Mix Modeling (MMM) from a purely financial ROI calculation to a measure of consumer response and brand health can secure broader organizational buy-in, especially from brand-focused teams.

Relying solely on ROAS is outdated. A comprehensive strategy requires a three-tiered approach: daily attribution for media buyers, incrementality studies for media planners, and longer-term Marketing Mix Models (MMMs) for CMO-level strategic decisions.

Early-stage DTC brands often rely on MTA for daily decisions. As a brand expands into omnichannel and upper-funnel activities, this model breaks. The strategy should shift to "flipping the triangle," making Marketing Mix Modeling (MMM) the primary strategic tool, with MTA and platform data serving as tactical gut checks.