Incrementality Testing Glossary
Incrementality Testing Glossary. A reference guide to the key terms you'll encounter when planning, running, and interpreting incrementality tests with Rockerbox. 🔬 Core Concepts Incrementality Testi…
Getting Started
Rockerbox Overview & Core Concepts
What we are Solving For
Building Your Foundational Dataset
Core Data Types
Tracking Your Conversion Activity
Tracking Your Marketing Activity
Marketing Touchpoints - How We Track
Rockerbox Tracking by Vendor
Deduplicating Events
Building a Path to Conversion - Mobile
AppLovin
Can I track purchases on the Tiktok or Meta shop?
Ingesting Your Spend
Attribution Methodology
Attribution Overview
Attribution types in Rockerbox
What is De-duplication?
Direct Traffic
Why performance in Rockerbox looks different
Attribution Windows ("Lookback Window")
Multi-Touch Attribution Model
Mapping Your Data
Onboarding Overview
Data Foundation Onboarding
What to Expect - Data Foundation Onboarding
Key Stages of Data Foundation Onboarding
What to Expect - Post Data Foundation Onboarding
Data Foundation Onboarding - Onsite Conversion Pixel & Direct Mail Requirements
MMM Onboarding
Incrementality Testing & Analysis Onboarding
Onboarding with Rockerbox - Overview
Rockerbox Training
Rockerbox Support
Maintaining Rockerbox
Launching New Channels and Partners
Maintaining consistent naming conventions
Migrating to a Shopify Headless Site Build
Adding & Removing Users
Maintaining Vendor Integrations
Finding Your Account ID (Pixel Source Name)
FAQ
Privacy
FAQs
Tracking Marketing Touchpoints
Parameters, Pixels, and Batch Spend Reports
How does Rockerbox handle campaign name changes?
What are synthetic events?
Can I use my own custom UTMs instead of Rockerbox tracking parameters?
Excluding Parameters from GA
Should I be concerned with my URL length?
Discrepancies
Discrepancies between internal data and Rockerbox data
What is Deduplication? Why do Platforms take Full Credit?
Why are conversion counts in Facebook different than Rockerbox?
Rockerbox last touch vs. GA last touch
Discrepancies between Ad Platforms and Rockerbox
Accounting for 3rd Party Purchases (ex. Amazon, Etsy)
Tracking On-Site Activity
Returns- Ingesting and Understanding the Impact
If I have webhooks, can I turn off the onsite pixel?
My website uses a Single-Page Application (SPA) framework? Will that work with Rockerbox?
Will the Rockerbox pixel code slow down my website?
When does the Rockerbox cookie expire?
UI Access
Use Case FAQ
How to normalize performance for "walled gardens"
Impact of iOS14 Changes on Broader Marketing (Agnostic of Rockerbox)
How to exclude certain spend or marketing touchpoints from Rockerbox reporting
Understanding strong ROAS or CPA for bottom funnel channels
How to normalize historical in-platform reporting pre-Rockerbox
Can I use a Conversion Event as a Marketing Event for another Conversion?
Why would a retargeting vendor get 1st touch credit?
Direct Mail Spend Amortization
Conversion Discrepancy
Partners & Integrations
Rockerbox Core Integrations
Paid Search
Paid Social
Facebook / META (Auto Append)
Facebook (Manual Append)
Pinterest - Viewthrough Integration
Snapchat
TikTok
TikTok (Manual Append)
Display
Ecommerce Platforms
Customer Data Platforms (CDPs)
Tag Managers
Rockerbox Premium Integrations
Affiliate
Direct Mail
Linear TV & OTT
Simulmedia Linear
MNTN
Bliss Point Media OTT/Linear
Eicoff Linear TV
Tatari OTT & Linear
MMSI
Marketing Architects (Linear)
Comcast Linear TV
Hulu
ID Media
TargetSpot
Direct Avenue
StackAdapt (OTT)
TV Scientific
Simulmedia OTT
Streaming Audio & Podcasts
Display & Native
Taboola
DCM Tags
Using DCM Tags
PowerInbox
The Trade Desk
LiveIntent View Feature
Display & Video 360 (DV360)
AcuityAds (Illumin)
AdForm
MediaMath
AdRoll
MediaAlpha
Outbrain
StackAdapt (Display)
Xandr (AppNexus)
RTB House
LiveIntent
Quantcast
Hivewyre
Fastg8
Adelphic by Viant
Zeta Global
Yahoo DSP (formerly Verizon Oath)
Wunderkind
AdTheorent
Amobee
AdMedia
Paid Search
Call Centers
Post Purchase Survey
Mobile Measurement Partners (MMPs)
Integration Documentation for Marketing Partners
Setup and Technical Documentation
Conversion Events
Conversion Events Overview
Historical Conversion Data
In-App Conversion Events
Advanced Conversion Events
Online Conversion Events
General Conversion Tracking
Exclusions
Custom Tracking Domain (CNAME)
Custom Tracking Domain (CNAME) Overview
In Segment - Custom Tracking Domain (CNAME)
Turn Off Cloudflare Proxy
Standard Conversion Data Formats
Verifying Conversion Pixels are Firing
BugSnag
Identify Calls
Ingesting Address Data
Conversion Tracking Methods
Conversion Event Breakouts
Conversion QA
Retail Data
Marketing Activity
How Rockerbox Tracks Your Marketing Channels
Linear TV
Customer Service
Direct Mail
OTT
Podcasts & Streaming Audio
Non-Paid & Organic
Synthetic Events
Hard to Track Channels
Post Purchase Surveys
Post Purchase Surveys Overview
Sending Rockerbox Survey Data
Recommendations for Survey Response Options
How to organize and map survey responses
Amazon DSP: UTM tracking
Overview of Tracking "Hard to Track" Channels
Allowed Domains
How Rockerbox Attributes Touchpoint Credit
Promo Codes
Spend
Modeling
MMM Model
MMM - Guidelines for Feature Selection
MMM Feature Metrics - Spend, Impressions, or Clicks
MMM - Including Non-Spend Features
Model Fit for MMM
Bayesian Methodology
Setting Priors
MMM - Features Included in Modeling
MMM KPI: Revenue or Conversions
MMM - External Factors
MTA Model
Historical Data
Rockerbox Data Exports
Rockerbox UI
MMM UI Views
Marketing Mix Modeling
MMM - Marketing Performance
MMM - Channel Overview
MMM - Scenario Planner
MMM - Model Comparison
MMM - Selecting Models
Testing UI Views
MTA UI Views
Use Case Guides
Priority Use Cases
In Channel Optimizations
Seeing Performance on Channel and Placement Level
Setting a de-duplicated Performance target in Rockerbox
Comparing Platform-Reported Performance to Rockerbox De-duplicated Performance
Measuring Channel Heavy-ups (Increased spend) & Resulting impact to CPA/ROAS (Diminishing returns)
Comparing Performance across Time Periods
How to tell whether your prospecting channel is working
Evaluating TOF performance
Determining Optimal Spend by Channel
Determining optimal budget allocation in Rockerbox
How to leverage time to convert and payback periods to determine where to cut spend
When to use multipliers when leveraging Rockerbox for financial forecasting & budgeting
New Channel Testing
Understanding User Path to Conversion
Identifying the role of each channel across the funnel
How to Quantify the Impact of an increase in Branding spend on Demand driven channels
Understanding the Impact of each channel
Understanding User Behavior Across Rockerbox Views
Understanding Influencer Impact
Channel Overlap Use Cases
Budgeting & Forecasting
Financial Forecasting & Budgeting with Rockerbox
Planning and budgeting against baseline performance
Channel Incrementality
Incrementality Testing Glossary
Requirements for Testing
Incrementality Testing: Frequently Asked Questions
Choosing the Right KPI for your test
Understanding Confidence Intervals & Statistical Significance
How Rockerbox Minimizes Business Disruption During a Test
Testing Methodology
Understanding Channel Incrementality
Tips & Guides
Cadence of Rockerbox Use
Your Holiday Guide
Tips for Performance Recap Analysis
Tips for leveraging Rockerbox to understand performance during an Economic downturn
Tips for Handling Spend Heavy Ups and Pacing
How to Build a Testing Roadmap
Preparing for a sale in Rockerbox
Leveraging MTA with MMM
Evaluating a New Product Launch in Rockerbox
Guide to Incrementality Testing with Rockerbox
All Categories > Use Case Guides > Priority Use Cases > Channel Incrementality
Channel Incrementality
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