How Incrementality Testing Reveals Ad Waste

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How Incrementality Testing Reveals Ad Waste

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Episode 76 of Marketing Analytics with Fexingo dives into incrementality testing—why it's the gold standard for measuring true ad impact. Lucas and Luna walk through a real-world example: how an e-commerce brand running Facebook and Google Shopping campaigns discovered that 40% of their last-click conversions would have happened anyway. They break down the difference between correlation and causality, the mechanics of a proper holdout experiment, and why most attribution models overstate performance by 20-50%. By the end, you'll understand why incrementality testing beats any attribution model for optimizing spend. #IncrementalityTesting #AdWaste #MarketingAttribution #HoldoutExperiment #CausalMeasurement #FacebookAds #GoogleShopping #EcommerceMarketing #MarketingROI #AttributionModels #CampaignOptimization #DataDrivenMarketing #MarketingAnalytics #AdvertisingEffectiveness #Business #FexingoBusiness #BusinessPodcast #MarketingPodcast Keep every episode free: buymeacoffee.com/fexingo

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