Choose how you want to analyze campaign impact, then configure campaign inputs, dates, and optimization settings to generate the report results and incremental model.

Instructions for generating a Incrementality Report and Model. Follow the steps for initial setup below:

1. Navigate to the Incrementality Tab
2. Click the New Report button
3. Give the report a name
4. Select the Advertiser to run the analysis on
5. Select the Campaign(s) within the chosen Advertiser.
   • If no campaigns are selected, all campaigns will be included.
6. Select the Line(s) within the chosen Campaign(s).
   • If no lines are selected, all lines will be included.
7. Select the Optimization Type:
   • Conversions
     • If selected, choose the conversion pixel to be used for optimization.
   • Clicks
8. Select the analysis Start Date.
9. Select the analysis End Date.
10. Enter the desired lookback window (in days).
    • Default is 30 days.
    • This defines how far back the model will attribute conversions or clicks to ad exposure.
11. Select the Analysis Mode:
    • Fast: Runs quickly using a smaller sample size for directional insights with lower statistical confidence.
    • Balanced: Provides a balance between speed and statistical reliability, suitable for most analyses.
    • Thorough: Uses the largest sample and most rigorous evaluation for maximum accuracy and highest statistical confidence.
12. Click the Save Report button.

Key Notes:

• Requires campaign delivery and pixel fires or clicks to measure incrementality
• Uses exposed vs. control methodology to train a model that classifies ZIP-level performance
• Outputs are directly usable for targeting, budget allocation, and real-time bidding strategies