intermediate
3 min read
Incrementality Testing Implementation
Key questions to ask ad platforms about incrementality testing
Questions to ask any ad platform
- Do you support incrementality testing? (Many platforms do not, or only offer it under limited conditions)
- How do you run the tests? (holdouts, cohort-based methods, or other approaches?)
- How do you ensure control group validity? (Matching methodology)
- Can I verify results independently? (Onchain data should allow this)
- What sample sizes do you recommend? (For statistical significance)
- How long should tests run? (To account for delayed conversions)
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Incrementality tells you whether advertising works. Creative determines why it works. Next, we'll examine how messaging, framing, and creative execution influence conversion — and how to design ads that resonate with real users once targeting, attribution, and incrementality are in place.
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