B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
15%
15% -- churn reduction for Travel company YouTube retention campaigns (2025)
A travel company using GA4 predictive audiences to serve retention-focused YouTube ads to users with a 70%+ predicted churn risk achieved a 15% incremental reduction in churn.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
15%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Google
Primary
Tier B
https://insights.topkee.com.sg/dynamic/google-ads-incrementality-testing-roi ↗
Source Article
Master Google Ads Incrementality Testing for Higher ROI | Topkee
Singapore
The digital advertising landscape is experiencing a profound transformation as marketers confront the constraints of last-click attribution and the decline of third-party cookies. The recent launch of Google’s open-source Meridian Marketing Mix Model (MMM) marks a pivotal shift in how mark…
Original Research
Google
· Original study ↗
Methodology
GA4 predictive audiences; exposed vs non-exposed cohort comparison
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Travel company YouTube retention campaigns: 15% churn reduction. Source: Google (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/travel-churn-reduction-youtube
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<blockquote cite="https://lighthousedata.io/data/travel-churn-reduction-youtube" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>15%</strong> -- churn reduction for Travel company YouTube retention campaigns<br><small>Source: Google (2025) · <a href="https://lighthousedata.io/data/travel-churn-reduction-youtube" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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