Why Incrementality Matters for Marketing Leaders

Most marketing leaders face a common frustration: campaigns look great on paper - strong clicks, conversions, and ROAS - yet much of that performance is inflated. Many conversions would have happened without the ads at all. This makes it hard to prove real impact, justify budgets, or decide where to reinvest. Incrementality solves this by isolating which sales are truly driven by your campaigns and which are just claimed credit.
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What You’ll Learn from This Guide

This guide equips you with the tools and frameworks to bring clarity into your advertising performance. Inside, you’ll discover:

· How to design reliable incrementality tests: from defining the right business questions to choosing methods such as A/B testing, geo holdouts, or platform-based lift tests.

· Which metrics really matter, including incremental ROAS, cost per incremental conversion, and new customer rate, so you can measure what genuinely drives growth.

· How to interpret and act on results: learning to spot positive, marginal, or negative lift, avoid common mistakes, and re-run tests at the right times.

Beyond Testing: Building a Smarter Growth Mindset

The guide also emphasizes that incrementality is not only a testing technique but a mindset. By adopting it, brands can reshape budget strategy, prioritize high-impact investments, and achieve long-term profitable growth instead of chasing inflated short-term results.

Who Should Download This Guide?

If you’re a CMO, marketing director, or growth leader in the DTC world tasked with making every ad dollar work harder, this playbook is built for you. It will help you cut through vanity metrics, allocate budgets with confidence, and uncover the campaigns that truly change customer behavior.

About Crealytics

Crealytics is an award-winning full-funnel digital marketing agency fueling the profitable growth of over 100 well-known B2C and B2B businesses, including ASOS, The Hut Group, Staples and Urban Outfitters. A global company with an inclusive team of 100+ international employees, we operate from our hubs in Berlin, New York, Chicago, London, and Mumbai.