In an industry dizzy with inconsistency, incrementality is the one thing that remains consistent. Underreporting? Overreporting? Oversaturated? Underfunded? Testing for incrementality will consistently deliver valuable and actionable insights.
We work with more than 100 DTC brands, and every single one of them has some level of media budget being invested into Facebook. Some advertisers we work with are using incrementality testing to justify their continued investment in Facebook or to expand into things like reach optimized campaigns, knowing their campaigns are performing better than Facebook attribution would lead them to believe.
Other brands want to diversify away from steadily rising Facebook ad costs and are using incrementality experiments to test and scale into new channels like TikTok, Snap, Pinterest, or CTV. With incrementality and geo testing, marketers can spend a small fraction of budget to understand how allocating new significant investment into these channels will pay off.
We’re glad to see the platforms come around on incrementality and geo. Not just because they are helping us spread the word, but because it really is crucial for DTC brands – and for an industry that has been plagued with trust issues as far back as I can remember.
Incrementality measurement doesn’t require tracking at the user level, it can be run independent of potential platform bias, it’s rooted in proven scientific methodology, and it can provide ongoing insight at a tactical level so advertisers can continuously move dollars to where they drive the greatest business impact.
I’m not saying decisions by Apple, Google, and others haven’t had or won’t have a significant impact on the media industry and businesses that operate within it, but when it comes to platform attribution, nothing has changed. Facebook and other walled gardens were perfectly happy with a broken last-touch system of measurement when it provided results in their favor. My, how the tables have turned.
In any event, it has never been more clear that incrementality testing and experimentation could finally put to bed a decades-long struggle, for platforms and marketers alike, and become the standard advertising measurement approach that is useful and acceptable for everyone involved.