Move beyond correlation: Measure the incremental impact of your acquisition campaigns

The article introduces Incrementality for UA, a solution by AppsFlyer that brings causal measurement to user acquisition campaigns. It addresses the increasing difficulty for CMOs and UA leaders to determine true growth drivers amidst fragmented landscapes, AI-driven bidding, signal loss, and organic behavior fluctuations. The core argument is that no single metric can fully explain performance; major ad networks like Google, Meta, and TikTok advocate for multi-model measurement.

Incrementality for UA combines lift experiments with automated geo-based testing and Google's Time-Based Regression method, all within the AppsFlyer dashboard, providing side-by-side views of lift and last-touch attribution. Key data points from beta testing: 18% of campaigns appearing strong in attribution actually showed no incremental lift (capturing existing demand), while 30% of experiments revealed campaigns driving up to 10x more incremental impact than attributed. Actionable takeaways: Teams can launch experiments with one click, avoid BI dependency, and make faster, evidence-based budget shifts.

The solution builds on AppsFlyer's trusted data governance and privacy safeguards, offering practical incrementality at scale. For marketing leaders, it clarifies true campaign contributions, identifies non-incremental spend, and grounds performance discussions in causation rather than correlation. This positions incrementality as a foundational tool for modern, multi-model measurement.