Understanding Channel Incrementality
Incrementality testing is a powerful way to evaluate how much of your media spend is truly driving new conversions—versus just contributing to conversions that would have happened anyway. In this guide, we walk through the fundamentals of incrementality testing and how Rockerbox can support your team through every step of the process.
What Is Incrementality Testing?
Incrementality testing helps you understand how many conversions were caused by your marketing efforts, not just associated with them. It strips out baseline (organic) conversions to give a clearer picture of true media impact.
This method is especially useful for evaluating:
- Whether a channel is driving new demand
- The marginal impact of increased spend
- The effectiveness of lower-incrementality tactics like retargeting, affiliate, or brand search
🤝 How Rockerbox Supports You
Rockerbox helps customers in three key ways:
- Ingest & apply your existing tests to inform Marketing Mix Models (MMM)
- Consult on your test plans, whether you’re working independently or with a media partner
- Fully manage incrementality testing, including design, analysis, and insights
Our 6-Step Approach to Testing
- Prioritize tests based on spend and likely impact
- Select methodology, most often geo or difference-in-differences
- Design the test, including budget, flight dates, and test/control setup
- Support execution (media buying done by you or your agency)
- Analyze lift, calculating incremental ROAS or CPA
- Contextualize results within your full measurement strategy (e.g. MTA, MMM)