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Meet PAM: The Profit Allocation Model Revolutionizing Ad Budgets

Ecommerce Playbook: Numbers, Struggles & Growth

CHAPTER

Understanding Incrementality in Advertising

This chapter provides a comprehensive analysis of incrementality measurement in advertising platforms such as Meta, Google Ads, and TikTok. It emphasizes the importance of using geo holdout studies to evaluate the true impact of advertising on revenue and discusses how to translate business objectives into actionable targets. By exploring the intricacies of incrementality benchmarks, the chapter highlights strategies for optimizing ad spend and achieving better marketing results.

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