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The other half of the answer: how to actually find out whether a channel caused anything, using holdouts, geo tests and lift studies. It is also honest that click attribution flatters brand search and retargeting, which convert regardless.
Incrementality Testing: The Only Guide You Need
From Supermetrics by Olivia Kory and Erkki Paunonen 16 min read
- Below roughly $5M a year in paid media you do not need geo or platform lift tests; observational experiments are enough.
- Three methods: platform conversion lift with a holdout, geo splits, and before-and-after natural experiments.
- Feed results back into reporting: if only 50 percent of platform conversions were incremental, double your reported CPL and CPA.
- Re-test your big bets quarterly, or at least every 3 to 6 months, since incrementality decays.
