Why Incrementality Testing Alone Won’t Fix Your Paid Media Budget – The Missing Metric

Incrementality testing has become the default answer to a problem most direct-to-consumer brands genuinely have. Platform attribution disagrees with itself; Meta and Google routinely both claim credit for the same conversion. Not to mention studies we have done reviewing one transaction at a time to find out organic search or Google Shopping transactions were being

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Published by searchenginejournal.com