The team began with channel-level tests across Meta, Google, and TikTok, with the goal of understanding how each channel affected the business as a whole before moving into narrower questions around campaigns, products, audiences, and creative.

Rather than evaluate Meta only on the revenue attributed to Meta, Compass allowed the team to measure how changes in Meta spend affected total revenue across Shopify and Amazon.

That distinction changed how Gorilla Mind understood its marketing performance. It meant the team could separate where a customer completed a purchase from the advertising that helped create the demand in the first place.

Pairing Compass with Triple Whale’s Clicks & Deterministic Views (C&DV) attribution gave Gorilla Mind a much more complete view of that impact. Clicks & Deterministic Views brought verified platform ad views into attribution, helping the team see how upper-funnel Meta campaigns contributed to conversions even when a customer never clicked the ad. Compass then tested whether that influence was generating incremental revenue or new customers.

Together, this strengthened the team’s decision-making in two ways:

1. See the influence of awareness campaigns — C&DV connected verified Meta ad views to later purchases, revealing the contribution of upper-funnel video that click-only attribution misses entirely.
2. Validate the channel impact — Incrementality testing in Compass showed whether that observed influence was creating incremental revenue or new-customer acquisition before Gorilla Mind made a larger change in spend. 

Clicks & Deterministic Views helped Gorilla Mind see how awareness contributed to the conversions. Compass helped the team prove whether that contribution created incremental growth. Pairing the two gave Gorilla Mind a more thorough view of marketing impact than either approach could provide on its own.

“Compass is doing exactly what we needed it to do. It helps us see the broader impact of each channel beyond the channel where the purchase happens. It has become a core part of how we shape our media strategy.”  — Paul Young, Head of Growth at Gorilla Mind

Results

Uncovering a substantial Amazon halo effect from Meta

One of Gorilla Mind’s first incrementality tests focused on Meta. During the 21-day test, Meta generated a 5.7 incremental ROAS and drove incremental revenue across both Shopify and Amazon. Most notably, 42% of the incremental revenue appeared on Amazon, even though none of Gorilla Mind’s Meta ads directed shoppers there.

Compass showed that while the purchase happened on Amazon, a meaningful portion of the demand had been created by Meta.

Without Compass, that revenue could have looked like Amazon demand with no connection to Meta. Meta would have appeared less valuable than it actually was, creating a risk that Gorilla Mind could reduce investment in a channel that was generating substantial sales beyond Shopify.

“Forty-two percent of our incremental revenue went to Amazon, even though none of our ads pointed there. Without Compass, we wouldn’t have been able to connect that revenue back to Meta.”

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Moving beyond ROAS as the final answer

The Meta test did not automatically give Gorilla Mind a reason to increase spend.

Although the 5.7 incremental ROAS showed that Meta was creating additional revenue, new-customer acquisition was the team’s primary growth objective. The test did not yet show the level of incremental new-customer growth Gorilla Mind wanted to see.

Instead of treating a strong ROAS as sufficient proof to scale, the team maintained its current investment and used the result to refine its next question.

That decision reflects how Gorilla Mind uses Compass. 

The goal is not to find a positive metric that supports spending more. It’s to understand what an investment is doing for the business and whether that outcome aligns with the team’s priorities.

In this case, Compass helped the team answer two questions:

1. Was Meta creating additional revenue across Shopify and Amazon?
2. Was it creating enough incremental new customers to justify more spend?

The answer to the first was yes. The second required more evidence.

That clarity helped Gorilla Mind avoid both underestimating Meta’s broader contribution and scaling the channel before it had met the team’s primary objective.

Building more confidence in upper-funnel media

Clicks & Deterministic Views attribution helped Gorilla Mind see more of the influence from upper-funnel Meta campaigns that was not visible through click-only reporting.

The inclusion of verified ad views gave the growth team more confidence in its agency’s recommendation to invest further up the funnel. Awareness campaigns no longer had to be judged only by conversions attributed to the final click.

Now, the team could see that those campaigns were contributing to purchases. Compass then gave Gorilla Mind a way to test that contribution and determine whether the investment was moving total business revenue.

This made upper-funnel media less dependent on guesswork. The team could form a hypothesis, test it, and make the next decision with stronger evidence.

“Clicks & Deterministic Views helped us see more of the halo effect from upper-funnel Meta and gave us more confidence in that strategy. Compass incrementality testing has become our true north star for understanding whether a channel is creating additional revenue before we change spend.”

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Giving leadership a clearer view of marketing’s impact

Compass also changed how the growth team communicates performance to its CEO and CFO.

Without Compass, explaining marketing’s impact meant reconciling several platform dashboards. It also required leadership to follow the logic behind attribution models and testing methodology.

With Compass, the Gorilla Mind team can show what happened to total revenue when ad investment changed. It can also show where that revenue appeared across sales channels — creating a clear business case that Finance can understand and get behind.

“Being able to show our CFO that 35% of the increased revenue went to Amazon and 58% went to Shopify, the impact is clear. Compass makes it easy to explain what our advertising is driving across the business and gives us stronger evidence to defend the marketing budget”

Gorilla Mind’s Head of Growth Paul Young described the incrementality results view in Compass as one of the most valuable reports in Triple Whale because it reduces a complex test and dataset to a clear business outcome leadership can understand.

Now, Gorilla Mind can connect paid media to revenue wherever the customer chooses to purchase. That gives leadership a clear basis for budget decisions and gives the marketing team the evidence it needs to defend its budget and prove marketing ROI.