What is incrementality?
Incrementality is the share of conversions that would not have happened without your campaign. It is the difference between paying for results and paying for credit.
Platforms are generous with attribution: they happily claim conversions from people who would have bought anyway. Retargeting is the classic case: it catches users deep in the funnel, takes credit for their purchase, and looks brilliant on every dashboard while adding very little. Incrementality strips that out and answers the only question that matters: what did this euro actually add?
How to measure it
- Media Mix Modelling: statistical measurement of each channel's real contribution to sales, aggregated over time.
- Lift and holdout tests: expose one audience, hold out a comparable control group, and measure the difference in behaviour between the two.
- Geo experiments: switch a channel on or off in comparable regions and read the impact in the sales data.
Why it matters
Budgets steered on platform reported conversions drift towards channels that are good at claiming credit, not channels that are good at creating demand. Over time that starves the creative and awareness work that fills the funnel, and growth quietly stalls while the dashboards stay green.
How blue2purple uses it
blue2purple measures incremental impact beyond last click with AdNautics, its proprietary MMM platform, and validates big budget moves with tests before scaling them. If a channel cannot prove it adds something, it does not keep its budget out of habit.
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