Our guest today is Maor Sadra, co-founder & CEO at Incrmntal. In today’s episode, we dive into how last touch attribution has always been fraught with inaccuracies and how it measuring incrementality might just be the best way to understand what the true impact of your digital marketing is.

Key Highlights:

🥴 Why last touch attribution has always been problematic

🧐 What led to Uber being susceptible to fraud.

😤 How there’s a thin line between frauds and self-attribution, when it comes to claiming credit for click and view through installs

😯 How last touch attribution enabled fraud

🤦‍♂️ You don’t get direct or reliable access to impression or click level data from Facebook, or Google for mobile apps

😍 If you own your domain, you’ll get individual data about users and their impressions

🤨 How MTA can be challenging to make work on mobile

🙄 Marketing measurement is not deterministic

👍 Often if an advertiser pauses marketing temporarily, they start to see that they might be spending too much.

✌️ With sporadic incrementality testing, one will not be able to optimize marketing on an ongoing basis

🤔 Causal inference is critical while measuring incrementality.

🥂 The last touch attribution is a good way to understand creative performance..

🤵 Is measuring incrementality essential at small scale budgets? 

Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/how-incrementality-helps-measure-the-true-impact-of-marketing-spend-with-maor-sadra-ceo-co-founder-at-incrmntal/

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