Abstract Nations recently agreed to set aside 30% of the planet by 2030 as conservation areas (the “30 × 30” goal) necessitating major expansions, not just of traditional protected areas like national parks, but also of ‘other effective area-based conservation measures’ (OECMs) – areas that provide de facto benefits to biodiversity despite conservation not being the primary management objective. But evidence for whether OECMs achieve positive biodiversity outcomes remains critically needed.