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AI and Automation
The Always-on Incrementality Platform
Teams
Built for your whole team.
Industries
Trusted by all verticals.
Mediums
Measure any type of ad spend
Use Cases
Many Possibilities. One Platform.
AI and Automation
The Always-on Incrementality Platform
Marketers have every right to be skeptical. The advertising industry is saturated with vendors promising the world, only to deliver results that often feel questionable. Attribution models, multi-touch measurement, last-click tracking—they all have limitations that make validating real impact difficult.
At INCRMNTAL, we understand the need for skepticism. That’s why we don’t just ask you to trust us—we give you the tools to validate our platform with your own data, in your own way. The reality is, proving INCRMNTAL's accuracy is straightforward, and in this article, we’ll walk you through how to do it.
INCRMNTAL is an always-on incrementality measurement platform that quantifies the true incremental value of marketing activities without relying on user-level data. Unlike traditional A/B testing or GeoLift experiments, INCRMNTAL analyzes historical marketing changes to identify impact retrospectively, without needing planned experiments or complex testing frameworks.
This approach means:
Validating INCRMNTAL starts with understanding the data it requires. Fortunately, it doesn’t demand any personally identifiable information (PII) or user tracking. Instead, INCRMNTAL operates on three key aggregated data points:
1. Marketing KPI Data: Install numbers, revenue, sales, or other key performance metrics. This can come from analytics platforms, spreadsheets, or databases.
2. Ad Spend Data: Aggregated data from advertising channels, categorized by date, campaign, country, and platform.
3. Marketing Changes: Either logged through direct integrations with ad platforms or inferred by INCRMNTAL based on spend fluctuations.
Once you’ve integrated your data, the models were run, and you added any missing data as part of the data calibration, how do you prove that the insights INCRMNTAL provides are correct? There are several validation methods available:
1. Statistical Validation: Checking Mean Absolute Percentage Error (MAPE)
INCRMNTAL provides a built-in statistical accuracy measure: the Mean Absolute Percentage Error (MAPE). The platform automatically calculates MAPE for predictions and allows users to export these values for verification. The closer MAPE is to 0%, the better the prediction.
2. Comparison Against Historical Tests
If you’ve previously conducted controlled tests (such as pausing a channel or launching a new campaign), you can compare those results to INCRMNTAL’s findings.
Example 1: Validating Against a New Channel Launch
One of our customers started campaigns with a new channel. Their own internal analysis showed that this channel yielded no incremental value.
The INCRMNTAL platform was able to confirm this measurement within an instant:
By comparing a past analysis this customer was able to build more trust in the INCRMNTAL measurement platform.
Example 2: Comparing to a GeoLift Test
3. Running Controlled Experiments Using INCRMNTAL
The INCRMNTAL platform will send you recommendations for channels, campaigns, markets where you may want to scale up or scale down the ad spend.
Select customers will also be offered an analysis where the media mix within a certain market will be evaluated using incrementality lens.
These recommendations can be put to the test as a means to validate and build trust in INCRMNTAL. Some options are:
These controlled tests let you see INCRMNTAL’s accuracy in action, using real-time performance data.
Check out the case studies about how our customers scaled up performance by following INCRMNTAL’s recommendations.
Fintech advertiser scale up results by 30%
Gaming advertiser scaling up ROAS by 52%
The ability to validate INCRMNTAL isn’t just about proving a tool works—it’s about fundamentally improving how marketing decisions are made. By continuously validating incrementality, you can:
Still skeptical? You’re not alone. But some of the biggest names in marketing have put INCRMNTAL to the test and come away convinced:
"We learned that the incremental value of our mobile campaigns was far greater than some of our web campaigns—even though attribution reporting showed us a completely different picture." Tim Kurtz, VP Growth Marketing, Self Financial
"We have been testing INCRMNTAL for quite a while now, and it has passed all of our rigorous data science validation tests." Vasil Georgiev, UA Director, Gameloft
The best way to overcome skepticism isn’t to take our word for it—it’s to validate INCRMNTAL yourself. With multiple verification methods available, from statistical accuracy checks to real-time testing, proving INCRMNTAL’s value is straightforward.
If you’re tired of marketing measurement tools that can’t prove their worth, give INCRMNTAL a try and put it to the test in your own marketing ecosystem.
Ready to validate INCRMNTAL for yourself? Contact us today to get started.