Uber Turned Off Meta Ads, Saw No Impact, and Saved $35M
In 2018, Uber’s US & Canada Rider Performance Marketing Analytics team discovered that week-over-week CAC fluctuations were driven by seasonality, not Meta ads.
A market penetration analysis revealed high urban saturation, strong brand awareness, and entrenched consumer preferences, leading to a bold hypothesis: Meta ads weren’t incremental.
To test this, Uber went dark on Meta ads for 3 months. The result? No measurable business impact.
The company reallocated $35M annually from Meta into other channels.
For a detailed analysis, see the full write-up: https://lnkd.in/gqwr2Xhk
Source: Sundar Swaminathan
