Your Retargeting ROAS Is Misleading You: Incrementality Explained

Your retargeting campaigns might look like your best performers… but are they actually driving new revenue?

Attribution tools often over-credit bottom-funnel channels, making them appear more effective than they really are.

In this video, we break down incrementality testing — a method that measures the true impact of your marketing:

• What sales would have happened anyway
• What sales were actually driven by ads
• Why prospecting can outperform retargeting in incremental terms

Incrementality tests use controlled experiments — comparing test vs control groups — to isolate real causal impact.

But they’re not enough on their own.

Leading ecommerce and DTC teams combine incrementality testing with Marketing Mix Modeling (MMM) to get both validation and continuous optimization.

Because ROAS isn’t the truth — incrementality is.

#Incrementality #MarketingMeasurement #ROAS #MMM #MarketingMixModeling #EcommerceMarketing #DTCBrand #PerformanceMarketing #Sellforte

Видео Your Retargeting ROAS Is Misleading You: Incrementality Explained канала Sellforte