{"id":12989,"date":"2026-04-29T21:12:04","date_gmt":"2026-04-29T21:12:04","guid":{"rendered":"https:\/\/wiki.pontiac.media\/?docs=analytics-documentation\/incrementality\/overview"},"modified":"2026-05-04T20:50:29","modified_gmt":"2026-05-04T20:50:29","slug":"incrementality-overview","status":"publish","type":"docs","link":"https:\/\/wiki.pontiac.media\/?docs=analytics-documentation\/incrementality\/incrementality-overview","title":{"rendered":"Incrementality Overview"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"295\" src=\"https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2026\/04\/Screenshot-2026-04-29-141556-1024x295.png\" alt=\"\" class=\"wp-image-12991\" srcset=\"https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2026\/04\/Screenshot-2026-04-29-141556-1024x295.png 1024w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2026\/04\/Screenshot-2026-04-29-141556-300x87.png 300w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2026\/04\/Screenshot-2026-04-29-141556-768x221.png 768w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2026\/04\/Screenshot-2026-04-29-141556.png 1120w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>This model segments markets into actionable groups (e.g., Scale, Observe, Ignore), enabling direct application to targeting and real-time bidding strategies.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Use Case Examples<\/h4>\n\n\n\n<h5 class=\"wp-block-heading\">Understand the True Impact of Your Campaigns<\/h5>\n\n\n\n<p>Measure the incremental lift driven by your campaigns\u2014so you can separate what your media is actually contributing from what could have happened anyway.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Prove the Value of Your Media Investment<\/h5>\n\n\n\n<p>Quantify how much of your performance is driven by advertising\u2014so you can demonstrate CPA, ROI, and justify spend with confidence.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Optimize Budget and Reduce Waste with Incrementality Insights<\/h5>\n\n\n\n<p>Identify which campaigns, audiences, or strategies are truly driving incremental results\u2014so you can shift budget toward what delivers real impact.<\/p>\n\n\n\n<p>Identify underperforming or non-incremental ZIP codes and segments to further investigate\u2014so you can refine messaging, creative, and targeting to improve efficiency and drive greater incremental lift.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Test and Validate Your Strategy<\/h5>\n\n\n\n<p>Evaluate different targeting strategies, creatives, or channels to understand what actually drives lift\u2014so you can make smarter, data-backed decisions moving forward.<\/p>\n","protected":false},"author":17,"featured_media":0,"parent":12696,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","doc_tag":[],"class_list":["post-12989","docs","type-docs","status-publish","hentry","no-post-thumbnail"],"comment_count":0,"_links":{"self":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/12989","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs"}],"about":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/types\/docs"}],"author":[{"embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=12989"}],"version-history":[{"count":4,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/12989\/revisions"}],"predecessor-version":[{"id":13192,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/12989\/revisions\/13192"}],"up":[{"embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/12696"}],"next":[{"title":"New Report Set Up","link":"https:\/\/wiki.pontiac.media\/?docs=analytics-documentation\/incrementality\/new-report-set-up","href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/12993"}],"wp:attachment":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=12989"}],"wp:term":[{"taxonomy":"doc_tag","embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=%2Fwp%2Fv2%2Fdoc_tag&post=12989"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}