Incrementality Testing

Incrementality

Incrementality measures the true impact of your marketing efforts by answering a fundamental question: would these conversions have happened anyway, even without your ads? Unlike attribution, which shows correlation between touchpoints and conversions, incrementality reveals the actual causal effect of your marketing spend.

How It Works

Incrementality measurement works by comparing what actually happened with your campaigns running against what would have happened without them.

Gamesight utilizes geographically targeted lift experiments and best-practice machine learning techniques to estimate causal lift for you campaigns.

What You Get

Incrementality measurement tells you:

• How many conversions were truly caused by your marketing (not just correlated with it)
• Which campaigns are generating real lift versus capturing users who would have converted anyway
• Your true return on ad spend, including second-order organic effects like word-of-mouth
• How to optimize budget allocation based on actual impact rather than last-click attribution

This helps you distinguish between marketing that grows your business and marketing that simply gets credit for growth that was going to happen regardless.

Why It Matters

Attribution can show 1,000 conversions to ad clicks, but incrementality might reveal that only 300 conversions were lifted over the baselines expectation. Alternatively, incrementality could reveal that your campaign caused significantly more conversions than were measured via attribution, particularly for ad strategies where impressions are not measurable and clicks are more rare.

Understanding this difference is crucial for making smart budget decisions and accurately measuring marketing effectiveness.

Getting Started

Incrementality testing requires careful experiment design and sufficient scale to generate statistically significant results.

You can view more in-depth documentation on Gamesight's Incrementality Testing here.