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Are Ad platform -reported conversions incremental?
Lauri Potka avatar
Written by Lauri Potka
Updated over a week ago

Original LinkedIn post
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​💡 Incrementality of Ad platform -reported conversions and revenue can vary significantly depending on the case.

We have seen a case where an incrementality test suggested that 5% of Ad platform -reported conversions were incremental. In a different case, the number was 80%.

This means that using raw Ad platform -reported ROAS in decision making, even in campaign comparison within the Ad platform, can be misleading.

What increases the likelihood that Ad platform-reported conversions are incremental:

⬆️ You start advertising to fresh new audiences or in a new geography

⬆️ You run prospecting campaigns targeting new customers

⬆️ You have a small number of Ad platforms in use (less double counting across ad platforms)

👉 To summarize: A high-growth brand where new customers represent majority of revenue

What decreases the likelihood that Ad platform-reported conversions are incremental:

⬇️ You are a mature brand with high market share

⬇️ You run retargeting campaigns targeting returning customers

⬇️ You a have high number of Ad platforms in use (lots of double counting across platforms)

👉 To summarize: An established brand where loyal customers represent majority of revenue

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