AppsFlyerReach matters: An introduction to reach-based incrementality measurement
Summary
Reach-based incrementality improves ad effectiveness measurement by accounting for actual ad exposure, not just targeting. Using a test (800K) and control (200K) group example, ITT gave 16.67% lift. But only 80K of 800K test users were exposed, yielding 10K conversions.
Accounting for unreached converters (0.56% CVR) and counterfactual control groups, reach-adjusted lift reached 25%, 50% higher. This method reduces noise from unreached users, providing clearer incremental results.
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