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> very few players (on the supply and demand side) have the scale and ability to properly do incrementality testing. https://support.google.com/google-ads/answ
by summerlight 7y ago
> very few players (on the supply and demand side) have the scale and ability to properly do incrementality testing.
https://support.google.com/google-ads/answer/6394265 https://support.google.com/google-ads/answer/6394265
Actually Google is preparing it as a product, so I would guess the result was generally positive? FB also has a similar product as well.
- huac 7y agogoogle and facebook are not "most players" -- they own walled gardens for measurement, it's much harder to do measurement on open web auction placements. the google page you linked also says, "you won't be able to continue using this model if your data drops below 10,000 clicks on Google Search or below 400 conversions for the conversion action within 30 days." depends on what your market/CTA is, but a lot of SMB likely don't hit these thresholds. similarly with FB, my understanding is that you have to go through an account rep to set it up and that the minimum spend is fairly high to qualify. i think that these measurements are possible to do with a reasonable level of certainty, but they require a particular set of circumstances to pull off.
- sundance_X 7y agoIncrementality testing in an additive model makes YouTube spend show stupendous ROI (very cheap, but targeted CPMs)for consumer electronics, at least.