INCRMNTAL

Oops I measured again. 🎵 Not on purpose. Almost nobody measures incrementality on purpose. It happens when the budget runs out in the last week of the month - and sales keep coming in anyway. It happens when a billing issue freezes the card, campaigns go dark for 72 hours, and... organics spike. It happens when someone, somewhere, has the courage (or the naivety) to turn something off - and the dashboard doesn't collapse the way it was supposed to. These moments aren't planned. They're accidents. But what they reveal is not accidental at all. It's been there the whole time: a significant chunk of what attribution was calling "performance" was actually cannibalization. Users who were coming anyway. Conversions that had nothing to do with the ad that claimed credit for them. eBay discovered it. Uber discovered it. Airbnb discovered it. Not from a dashboard - but from someone brave (or clumsy) enough to pause a campaign and watch what happened next. The problem isn't the marketers. The problem is the ruler. Attribution answers "which ad got the credit?" Incrementality answers the only question that actually matters: "would this have happened anyway?" You don't need to wait for a budget freeze to find out. The signal is in your data right now. 👉 https://lnkd.in/d6-mJ-Vv #incrementality #marketingmeasurement #attribution #growthmarketing #adtech

🔥 Buckle up, marketers - we’re about to call it like it is. Legacy measurement methods are built for the past. We're no longer in the past. In his latest thought-leadership blog, our CEO Maor pulls no punches: attribution is was bad before privacy made it worst. It’s not just “less good” - it’s built for a world that’s gone. Clicks tracking, IDFAs, last-touch fraud and glory - all illusion. Incrementality? That’s the future. We’re talking measuring what actually caused the change. continuously, without running any experiments. The difference between “this ad got credit” and “would this result have happened anyway?” 👉 Read “Attribution vs. Incrementality - Time to put the past in the past” now and decide: are you riding a trotting horse or blasting off into space? 🔗 https://lnkd.in/emVi_irK #MarketingMeasurement #Incrementality #StopChasingClicks #INCRMNTAL

We just published a new benchmark report comparing attribution vs. true incremental contribution, analyzing over $1bn in media spend Thank you X , Roku Advertising, Eric Seufert for your quotes! Across channels, geographies, spend tiers, and operating systems, attribution consistently rewards the platforms closest to the conversion moment… not necessarily the ones that created the demand. Some highlights from the report: - Structural over-crediting of conversion-adjacent channels - Systematic under-crediting of feed-based and upper/mid-funnel media - Bias that flips depending on iOS vs. Android - Spend tier materially changes the story In other words, attribution is not a neutral scoreboard. It is a credit allocation system shaped by visibility, not causality. Full benchmark report here: https://hubs.la/Q0447hnP0 #attribution #incrementality #marketing

Today we’re launching INCRMNTAL Starter - a free, lite version of our platform. Using INCRMNTAL starter, you can: Measure the incrementality of 1 KPI in 1 country of your choice Onboard using our self-service onboarding and integration UI No heavy setup. No complicated process. No budget required. If you’re spending money on growth, you deserve to know what’s actually incremental and what’s just taking credit. Start here: https://lnkd.in/dt3TSwyd (we're only allowing the first 50 qualified companies first)

The Super Bowl was last week - and we already measured its incrementality. Not impressions. Not rehashing last year's results as insight. Actual incrementality. While most of the industry is still “collecting data”, we’ve already analyzed what really moved the needle. Our full breakdown is live: https://lnkd.in/d3EXqfVq What you can see here is the result of analyzing over $600M of US ad spend across 8 brands. 4 Ran Super Bowl Ads, and 4 were affected by the Super Bowl given their affinity to the game. This analysis will help you understand what is the incrementality of Super Bowl Ads, and how to measure the incremetnality of the Super Bowl on your sales (even if you didn't advertise on prime time) Enjoy Reading - Hit us up with comments! #superbowlLX #superbowlads #incrementality

Black Friday is a critical moment for advertisers 🛍️ , and as a big fan of shopping myself 😅 , it caught my attention too. I initiated an incrementality-focused analysis to understand what truly worked, and what insights we can carry into next year 🚀 Let me know what you think https://lnkd.in/d_3Zsmzv