Incrementality is the measurement concept that changes every ecommerce marketing conversation it enters. It is also the one least applied at the level of commercial decision-making in businesses that need it most.
Are your paid channels driving revenue that would not have occurred without them, or are they capturing revenue that organic, direct, or referral would have delivered anyway? That is the incrementality question. The answer changes the commercial logic of your entire acquisition investment.
In a business where paid channels are taking credit for revenue the brand was already generating, the ROAS looks strong and the actual commercial return on the incremental spend is a fraction of what the dashboard is reporting. The investment continues because the reporting says it should. The reporting says it should because it was not designed to ask whether it should.
We find that gap in the first four weeks of a Marketing MRI in more businesses than we do not. letsrocc.com
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