Paid Ads·10 min read
Incrementality vs Attribution: Why Your ROAS Lies
Incrementality vs attribution: one measures credit, one measures causality. Learn to calculate incremental ROAS and find out if your ads are actually working.
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ARTICLES
Paid Ads·9 min read
Retargeting ROAS Overstated? Here's the 2-5x Inflation Fix
Retargeting ROAS is overstated by 2-5x: platforms claim credit for buyers who'd convert anyway. Use this holdout formula to measure true incrementality.
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Paid Ads·7 min read
Incrementality Testing for Shopify: Geo-Holdout Without an Analyst
How to run geo-lift incrementality tests on Shopify ad spend without a data team. The simple holdout methodology that tells you if your channels are actually driving incremental revenue.
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