Topic: incrementality measurement
-
Avoid These 3 Costly Incrementality Testing Mistakes
Incrementality testing is essential for measuring true marketing impact, moving beyond attribution to determine if efforts drive new results or simply claim existing ones. Successful testing requires clear upfront goals and a decision framework to translate results into actionable business metric...
Read More » -
Incrementality: The True Measure of Marketing Impact
Incrementality measures the actual additional conversions and revenue directly caused by marketing campaigns, distinguishing true impact from mere correlation. It is typically assessed through methods like randomized holdout testing or geographic comparisons, comparing exposed groups to control g...
Read More » -
Why Marketing Budgets Get Cut (And How to Protect Yours)
Marketing teams often struggle to secure funding because they fail to connect their activities to tangible financial outcomes, such as profit or market share, which are priorities for finance leaders. To build credibility, marketers should use realistic ROI estimates, tie key performance indicato...
Read More » -
Google Ads Launches VTC Bidding for App Campaigns
Google Ads has introduced a new, explicit bidding option for Android App campaigns that optimizes for view-through conversions, allowing advertisers to target users who install an app after seeing an ad without clicking it. This update reflects a broader industry shift toward measuring campaign i...
Read More »