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Can I Measure Incrementality for Google?
The marginal incremental contribution of Google products (Search/PLA, Display, Video) on business outcomes can absolutely be measured. There are multiple methodologies to measure its contribution to conversions, revenue, LTV, etc.
Google offers lift studies for their products: Search, Shopping, Display and Video. Incrementality measurement is a strong alternative to the lift studies and can accurately reveal the contribution of Google advertising.
Madan is a leading expert in multi-touch attribution and adtech systems.