More from our FAQ


Does incrementality measurement replace attribution?


Incrementality measurement relies on attribution data to indicate if paid conversions had any value to the Advertiser or if the attributable conversions are cannibalizing the results. 

The deprecation of user identification forced digital marketers to adapt. The good news is that this adaptation can lead to better outcomes. Focusing on incrementality, rather than last touch, will help marketers unlock the full value of their marketing budget.

Incrementality measurement a method to understand the true value of Advertising spend using a statistical algorithmic approach. It is more operational and tactical than Media Mix modeling , but is not as granular as device level attribution.

Incrementality can provide insights in granular levels over campaigns, demographics, vendors, geo location, contextual features. These insights can be used in an operational - tactical level.



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