Incrementality Testing
Attributed sales versus incremental sales
Understand what attributed sales count, what incremental sales estimate, and why one figure cannot stand in for the other.
Section
Incrementality Testing
Incrementality Testing
Building a report without double-counted sales
Check repeated extracts, overlapping campaign credit and nested product totals before claiming unique retailer sales.
Incrementality Testing
Checking whether off-site campaigns add new reach
Assess added off-site reach with a defined comparison set, overlap and frequency, while stating where deduplication is unavailable.
Incrementality Testing
Choosing a control group before a campaign begins
Choose an eligible retail media control before launch, with documented assignment, comparable outcomes and checks for exposure spillover.
Incrementality Testing
Qualifying UK comparison stores for an in-store media test
Screen store eligibility, pre-period sales and commercial conditions before selecting UK comparison locations for an in-store media test.
Incrementality Testing
Diagnosing clicks without retailer product-page sales
Clicks without product-page sales do not prove the bid is wrong.
Incrementality Testing
Identifying spend that produced no useful learning
Audit campaign questions, delivery and outcomes to find spend that could not inform a decision.
Incrementality Testing
Measuring commerce advertising
Separate delivery, attributed sales, new-to-brand reporting and incremental outcomes when measuring commerce advertising.
Incrementality Testing
Measuring engagement beyond the first sponsored click
Track the journey after a retail display click through destination and product exploration, with clear reporting limits.
Incrementality Testing
Measuring whether ads shift sales between a brand's products
Compare advertised-product lift with other brand products and the brand total to assess possible switching in a retail media test.
Incrementality Testing
Reporting a result that remains uncertain
Present an inconclusive retail media test with its estimate, interval, study limits and a decision that fits the evidence.
Incrementality Testing
Retail media incrementality tests
Plan a retail media incrementality test with a defined outcome, credible comparison, delivery checks and a bounded reading of the result.
Incrementality Testing
Reviewing retailer uplift claims against the stated methodology
Check a retailer’s uplift headline against its outcome, comparison, sales population, uncertainty and disclosed study method.
Incrementality Testing
Separating discount effects from advertising effects
Use planned comparison groups to distinguish a promotion’s price effect from its retail media effect.