Many marketers still make budget decisions based on gut feeling or rough estimates. But what if you could measure exactly where your next euro delivers the highest return? In this session, Julia Riml explores how to use Marginal ROAS to make smarter, data-driven budget shifts across channels. She’ll demonstrate how this metric helps uncover diminishing returns, optimise efficiency, and will share real-life cases that prove its impact. As a bonus, Julia will also present findings from a recent study revealing TikTok’s true incremental value across the funnel. A must-see for anyone looking to spend smarter – not just more.