The Incrementality report measures the true impact of advertising by comparing users who were exposed to ads against a matched control group who were not.

It identifies what actually works by removing organic conversions and calculating incremental lift, then uses these results to train a model that classifies ZIP codes based on incremental performance.

This model segments markets into actionable groups (e.g., Scale, Observe, Ignore), enabling direct application to targeting and real-time bidding strategies.

Use Case Examples

Understand the True Impact of Your Campaigns

Measure the incremental lift driven by your campaigns—so you can separate what your media is actually contributing from what could have happened anyway.

Prove the Value of Your Media Investment

Quantify how much of your performance is driven by advertising—so you can demonstrate CPA, ROI, and justify spend with confidence.

Optimize Budget and Reduce Waste with Incrementality Insights

Identify which campaigns, audiences, or strategies are truly driving incremental results—so you can shift budget toward what delivers real impact.

Identify underperforming or non-incremental ZIP codes and segments to further investigate—so you can refine messaging, creative, and targeting to improve efficiency and drive greater incremental lift.

Test and Validate Your Strategy

Evaluate different targeting strategies, creatives, or channels to understand what actually drives lift—so you can make smarter, data-backed decisions moving forward.