Incrementality 101: Everything You Need to Know

Do you want to understand the impact of your marketing spend?

In this video, we’re breaking down Incrementality 101 … what it is, why it matters, and how you can apply it to improve your direct-to-consumer ecommerce business.

By the end, you’ll understand why geo holdout experiments sit at the top of the measurement hierarchy and how they provide the most reliable causal insights into your marketing impact.

Key Topics Covered:

• Understanding the Measurement Pyramid – A breakdown of the different measurement approaches, from surveys and attribution to marketing mix models and experiments.
• Why Incrementality Matters – How it helps isolate the true impact of a marketing channel instead of relying on correlation-based models.
• Geo Holdout Experiments – The science behind using geo experiments to determine the real contribution of your paid media.
• Causal vs. Correlational Measurement – Why experiments provide more accurate insights than attribution models alone.
• Applying Incrementality in Your Business – Practical ways to integrate incrementality testing into your media buying strategy.

If you’re serious about understanding the true impact of your marketing spend, this breakdown is a must-watch.

Together with …

• Motion is a creative reporting tool built to help your team generate more revenue from your paid social ads.