Choosing the right incremental analysis method | Adjust

Summary

Incrementality testing helps marketers measure the true growth driven by marketing efforts, removing guesswork and isolating the impact of specific campaigns, tactics, or channels. Common methods include A/B testing, geo-lifting, budget holdouts, and causal inference. While A/B testing is simple, it may not account for external factors.

Geo-lifting requires heavy upfront resources and can be distorted by regional trends, making it less suitable for mobile marketing. Budget holdouts are straightforward but can be skewed by concurrent campaigns. Causal inference, though complex and resource-intensive, provides the most reliable results by using synthetic control groups to account for external variables.

Adjust's InSight solution leverages causal inference, offering accurate incrementality analysis without needing a dedicated data science team, making it a cost-effective and precise option for marketers.