Allocation case study
Same brand, same season, different operator.
Same brand, same channel, different operator. Allocation produced higher AOV, lower CAC, and a smaller revenue miss than manual control.
A major UK D2C brand ran its UK paid program on Edgemesh Allocation, then reinstated manual management. The result was a clean A/B against the brand's own operators, on the brand's own data.
The challenge
The cleanest test: the brand's own operators
The most honest test of Allocation isn't a benchmark; it's the brand's own team. A major UK D2C brand ran its UK Meta program on Edgemesh Allocation from April through August 2025. In October, the in-house team reinstated manual, campaign-by-campaign management.
Same brand, same channel, same season: a clean A/B against the brand's own operators, on the brand's own data, measured against the targets the UK team set each month.
The solution
Structure over guesswork
During the pilot, Allocation ran the account as the Edgemesh Funnel, using mutually-exclusive stage-and-tier ad sets with no auction overlap and pacing spend daily against the brand's own MER targets, so the blended return was steered rather than guessed at.
When management returned to a manual, campaign-by-campaign approach, that structure and daily pacing went away, and the gap showed up in the numbers.
The results
Edgemesh beat the brand's own operators
When the in-house team reinstated manual management, performance degraded across the board. Forecast misses widened from −18% under Edgemesh to −28% under manual: same brand, same channel, same season. Blended MER fell 18%, average order value fell 21%, and new-customer CAC rose 12% under manual. The combined decline in MER and AOV implies a structural degradation in media efficiency after the transition back to manual, not a one-off bad month but the cost of giving up structure and daily pacing.
In an A/B against the same brand's own manual operators, Edgemesh Allocation produced higher revenue, higher AOV, and lower CAC.
Source: 2025 UK Allocation pilot · brand name redacted. Figures are relative changes (manual vs the Edgemesh-managed period) from the brand's own monthly reporting; September is excluded because it mixed both approaches. Results reflect one brand over one season and are not typical; individual results vary with spend, category, and season.
Source: Edgemesh Allocation case study based on the brand's own reporting. Brand name redacted.
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