The Halo Effect: Why Meta Gets No Credit for Your Best Sales from Perpetual Traffic

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The Halo Effect: Why Meta Gets No Credit for Your Best Sales

38 minutes Posted Nov 10, 2026 at 12:00 pm.

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Your Meta ROAS looks terrible. You cut the budget. Then your Amazon and Google sales fell off a cliff. I see brands make this mistake all the time. They judge every channel in its own silo, and they pay for it.

Thomas Mcnaught, growth strategist at Tier 11, joins me for his fourth appearance to break down the halo effect. He explains why 25 to 50 cents of every ad dollar may end up as Amazon sales, how to spot it with brand search queries in Seller Central, and why Google's 30-day and Meta's seven-day attribution windows fight over attribution.

Thomas also explains why MER and new customer metrics show what in-platform ROAS can't. You'll leave with a simple test you can run this week: raise Meta spend 10–20% on proven ads, then watch brand searches, MER, and new customers downstream.

In This Episode:

- What is the halo effect?

- How Meta ads lift Amazon, Google, and AI search sales

- Why in-platform ROAS gives misleading Meta ad performance

- How to measure the halo effect across platforms

- How Google and Meta double-count the same sale

- Running a Meta spend increase test

- Tracking branded search, MER, and revenue accurately

- How to track halo effect for non-Amazon brands

Mentioned in the Episode:

Previous Episodes with Thomas Mcnaught: https://perpetualtraffic.com/?s=Mcnaught

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite