How important is incrementality? In this Growth Masterminds we chat with the CEO of an app publisher with 750 million app installs: how they think of incrementality, how they measure incrementality, and tips for how you can do the same.

Measuring incrementality is especially on the App Store and Google Play ... where you might be the top result and also have bought ads against your brand and keywords: is this good or bad?

Our guest is Jonathan Reich, CEO of Zedge. He and host John Koetsier chat about how Zedge achieved over 750 million cumulative installs and Jonathan shares the origin story of Zedge.

We also talk about the shift from organic to paid user acquisition, and how Zedge navigates the challenges of ensuring each ad dollar is effectively spent. We then dive into testing strategies, the balance between organic and paid growth, and insights gained from their extensive data analysis.

This episode is a deep dive into optimizing ad spend and understanding the art of incrementality in the competitive app market.

00:00 Introduction to Incrementality Testing

00:44 Meet Jonathan Reich, CEO of Zedge

01:15 The Origin Story of Zedge

05:24 Marketing Strategies and Organic Growth

07:26 Challenges and Insights in Incrementality

09:48 Testing and Optimization Techniques

14:44 Key Learnings and Best Practices

20:04 Common Pitfalls and Final Thoughts