As part of our ongoing series on growth and measurement for CPG brands, we’re continuing our deep dive into incremental sales lift. We're big fans of lift studies at Left Hand Agency. Lift studies show us how brand investment is driving demand and new customer acquisition. But, more than once after a lift study we’ve had a brand ask us: which media channel drove the most new customers? Our answer? We don’t know. That wasn’t the question the study sought to answer. This is n