The last guide to incrementality you'll ever need.
How do you know that the revenue you see in Google Analytics next to ‘Paid Search’ is solely due to the adverts that you’re paying to serve, and wouldn’t have been captured anyway by, say, strong organic listings?
Run-of-the-mill KPI marketing is obviously great for measuring the last-click value of various channels, campaigns, keywords etc. but it’s completely uninformative when it comes to real value added.
The real value of digital marketing is in the incremental sales; the sales that would not have happened without your genius. This article is going to give you our tried and tested recipe for measuring the incremental value of advertising and help you interpret and communicate the results.