Why incrementality is the only metric that proves marketing’s real impact
via onlinelibrary.wiley.com
Short excerpt below. Read at the original source.
Attribution shows who gets credit. Incrementality shows what your marketing truly caused. In an era of automation and privacy restrictions, understanding the real lift behind your campaigns is the only way to prove what’s working. This article breaks down what incrementality measures, why it matters, and how to test it across today’s major ad platforms. […]