No. Quite the opposite.

A common misconception of incrementality measurement has been that “it only works for retargeting”.

This misconception came from the fact that up until recently, the only platforms offering incrementality testing for advertisers were Demand Side Platforms (DSPs) specialized in retargeting.

Retargeting media vendors were pressured to prove that the campaigns are adding value by creating results that would not have already been achieved without the campaigns.

Measuring incrementality in an actionable way offers marketers with operational and tactical insights to improve marketing efficiency across all marketing activities, regardless of if the campaigns are top of the funnel, lower funnel, performance campaigns, or retargeting.