What is Incrementality?
Incrementality measures how many conversions happened because of an ad exposure that wouldn’t have occurred otherwise. For a deeper overview of how it works, see our article here. You can learn more about our Incrementality Methodology here.
Viewing Incrementality Data from the dashboard
You can view Incrementality results directly from the Overview tab of your dashboard.
Enable Incrementality
Before viewing Incrementality data, you’ll need to enable it:
- Go to Measurement and Reporting Settings.
- Under the Model section, toggle on Incrementality.
Once enabled, results that include Incrementality adjustments will display a yellow arrow link next to their name.
Viewing SmartServe Incrementality Results
If you're running SmartServe campaigns, you can view incrementality results at the placement level for each campaign.
- From the dashboard, go to the Overview tab and open Attribution Settings (the gear icon).
- Under the Model section, toggle on Incrementality.
- Open the Advanced dropdown.
- Under Compute By, select Channel + Smart Serve (recommended) from the dropdown.
- Select Apply & Close to apply your changes.
Once applied, you can view SmartServe incremental results for individual campaigns from the Placement tab. Incremental columns, such as Visitors, Installs, and Conversion Incremental %, will display alongside your standard metrics.
Advanced Incrementality Options
You can fine-tune Incrementality settings under the Advanced dropdown.
Show Ranges
When enabled, incrementality metrics will display confidence intervals showing rang of possible values based on statistical uncertainty. This provides a more complete picture of the incrementality data by showing the statistical confidence bounds around each measurement.
Action Override
By default, Incrementality is calculated separately for each action. However, if an action has low statistical significance, you can select a different action from this dropdown and apply its incrementality to all actions
Compute By
Choose whether to view Incrementality at the Channel or Campaign level:
- Channel: Provides the most accurate overall measurement.
- Campaign: Offers detailed insights for each campaign.
- Channel/Campaign + Smart Serve: Campaigns using SmartServe will show SmartServe-based incrementality results. Campaigns not using SmartServe will fall back to channel/campaign-level incrementality.
The summary values always use the channel-level incremental results so when campaign-level incrementality is selected, the numbers in the tables might not sum to the numbers in the summary.
Generating Reports with Incrementality
You can include Incrementality metrics when you generate a report from the Overview tab:
- Select the report type you want to download.
- Expand the Columns section and toggle on Incremental Columns.
- Under Attribution Settings in the Advanced section, adjust any Incrementality options as needed.
- Select Generate & Send to export your report.
To learn more, check out our incrementality solution.
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