Marketers often rely on simplistic metrics like ROAS and CPA, which fail to measure the true impact of ad spend. Incrementality testing addresses this by questioning whether results would have occurred without the marketing investment. Though critical, accurate incrementality measurement is often lacking, with reports indicating less than 1% of brands conducting proper tests. Incrementality is not a singular number but rather a curve indicating the decaying effect of ads over time. Marketers must approach incrementality thoughtfully and consider necessary prerequisites before testing to understand their strategies' actual effectiveness.
Incrementality is measured as a curve based off of the depreciating ad effect. The impact of an ad starts to decay immediately after it is seen.
Many marketers struggle to measure it accurately. A performance agency reported that less than 1% of their brand clients had proper incrementality testing in place.
Incrementality doesn't operate on that kind of instant gratification timeline. By design, incrementality requires time, control groups, and a well-structured test.
The right question comes before the test: 'Did this strategy actually make a measurable difference?' This is where many marketers go wrong.
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