Ecommerce Playbook: Numbers, Struggles & Growth The Truth About Incrementality: Are You Measuring Your Ads Wrong?
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Jan 28, 2025 Explore the fascinating world of incrementality testing and learn why it’s crucial for effective ad measurement. Discover the common pitfalls marketers face and how to avoid them. Uncover strategies to turn raw data into actionable insights for better decision-making. Dive into the complexities of operationalizing testing and hear about the latest trends in ad creativity that can influence your approach. Finally, understand how to transform theoretical insights into practical advertising strategies for real business growth.
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Incrementality Application Challenges
- Applying incrementality test results is challenging.
- It's difficult to keep all variables consistent after a test, like optimization settings or attribution windows.
Inconsistent Test Application Example
- A business ran a geo holdout test on Meta and applied the incrementality factor.
- Switching from BAU to ASC and changing attribution windows invalidated the test results.
Dynamic Testing Environments
- Replicating testing environments is difficult because circumstances change constantly.
- The industry's dynamism and various stakeholders' influences further complicate consistent application.