Imagine campaign optimization tactics with the capability to time travel.You would be able to understand the cause and affect by jumping from time to time. Did these sales happen because of creative change I did last week? Or was it related to the weather that day? Or maybe it was the new ad network you started with?
Understanding the causality between your Advertising and your Sales without the ability to Time Travel is almost as difficult as Time Travel. The list of variables is endless, and there is no way to freeze time, go back in time, or check the future.
Understanding the causality is the root to measuring incrementality.
And incrementality measurement is the holy grail of Advertising measurement.
If I Could Turn Back Time, Cher, 1989
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Continuous Incrementality Measurement
Learn everything you should know about incrementality measurement methods
Continuous Measurement
Learn how to test incrementality without without needing to stop your campaigns.
Randomized Control Group
Placebo Ads, Test Groups, Audience Split and PSA. A method that did not survive IDFA deprecation.
Surveys & Panels
Asking your users and customers if they converted because of ads can provide incredible insights.
