Who actually owns the conversion – Google or Meta? According to both of them, probably both.
Keval Lakdawala from Mars breaks down why incrementality measurement is his finance best friend: it cuts through the self-reported noise and tells you where your spend is actually working. No platform bias. No partial picture. Just a clearer answer to the question that actually matters.
Measured Takes is a short-form series featuring sharp perspectives from brand leaders, agencies, and industry partners on what it really takes to make smarter measurement decisions.