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Why move from Last Touch to Incremental Metrics?


Last Touch (LT) metrics are inherently flawed. Assigning 100% conversion credit to each of the media platforms without de-duplication leads to dangerously misleading metrics. If Google, Facebook, Pinterest and Catalog are each in the converting path, do they each deserve 100% credit? Clearly the answer is NO!

Marketers are wising up and moving their metrics from Last Touch (LT) terms to Incremental (i) terms. Incrementality testing informs media's true contribution and produces trusted incremental metrics.

This is done through test and control experimentation, proven to be the most accurate and reliable method to measure the contribution of each marketing channel. To assess incrementality, audiences are separated into a test groups (exposed to the ads) and a control groups (suppressed from seeing the ads). The difference in conversion rates between a mirrored test and control audience informs incrementality for the media under test.

Apply Incrementality to My Metrics

See how incrementality can guide your investment decisions

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First, a few simple inputs...
Monthly Sales
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Average Order Value

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CPO Target

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Monthly Sales
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Average Order Value

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CPO Target

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This tool is designed for educational purposes only and the results do not constitute a guarantee of performance by Measured, Inc. Estimations and benchmarks are used to generate the calculations and we do not recommend reallocating budget dollars based on these results.