Our guest today is Adam Lovallo, CEO and founder of Thesis, host of the MAU [Talk] podcast, and founder of grow.co. Adam was our first guest on How Things Grow, and his episode on the rise and fall of daily deals was a very interesting behind-the-scenes peek into a roller-coaster of time that he lived through. Today, we are excited to talk to him about a subject that he feels strongly about: incrementality.

We start with talking about what incrementality testing is, how to identify signs of underlying issues in campaigns, and why Facebook and Google reported numbers can be problematic. Adam then goes on to describe prescriptions on how UA teams can solve incrementality issues, discussing the efficacy and potential outcomes of each.

Finally, we talk about the role of MMPs, how iOS 14 plays into the picture, the critical importance of channel mix in budgeting and performance decisions, and the importance of seemingly old-school ways to measure performance like blended CPAs or marketing-as-percentage-of-sales. This is a masterclass in understanding the true impact of your marketing, and an unmissable episode for anyone who has questions about how to diagnose issues and implement fixes in their strategy. Enjoy!

KEY HIGHLIGHTS

🤔 What are incremental conversions
🚩 The first signs of an incrementality issue
💥 Results from an incrementality test can be startling to advertisers
💊 Prescriptions to fix incrementality issues
🔀 Why you should change up your channel mix
🙋 Self-attributing channels are configured to take credit
⛔ The limitations of MMPs with tracking
🌎 How geographic targeting can generate clean data
🧮 The importance of using blended numbers to determine CAC

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/is-your-cac-10x-what-it-should-be-how-to-surface-incrementality-issues-in-your-paid-ua-with-adam-lovallo-ceo-and-founder-of-thesis/

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Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co