Find out what your marketing really caused
Some customers would have bought anyway. Attribution shows which marketing they touched. Incrementality shows which marketing changed the outcome.
What is incrementality?
Incrementality is the difference marketing makes: the results you got that wouldn't have happened without it. Attribution assigns credit to the marketing a customer touched. Netmark uses incrementality to calibrate attribution, so credit reflects real impact.
Why attribution alone can mislead you
Attribution reports show correlation. Brand search and retargeting can look like top performers because they reach people who were already likely to buy.
No single method gives the full picture. Attribution is detailed but can over-credit. Lift tests estimate true impact, one test at a time. Marketing mix modeling shows the big picture but needs a lot of history. Used together, they check one another.
What's included
Incrementality-calibrated attribution
Adjust your attribution using results from incrementality tests, so day-to-day reporting gives credit closer to real impact.
Conversion lift testing
Show ads to one group and hold back a similar group, then compare the results to measure what the ads caused.
Marketing mix modeling
Use statistical models on historical data to estimate how each channel contributes to results, including channels that are hard to track.
How we approach attribution and incrementality
1. Ask the right question
Start with the decision you need to make, such as whether a channel deserves more budget.
2. Choose the method
Match the method to the question, your data, and your budget.
3. Run the test or model
Set it up carefully, so the result can be trusted.
4. Update your decisions
Calibrate your attribution and shift budget based on what you learned.
How this connects to the loop
From Measurement
Clean conversion and revenue data make tests and models reliable.
To Optimization
What you learn shifts budget toward the channels that create real growth.
Common questions
What is the difference between attribution and incrementality?
Attribution assigns credit to the marketing a customer touched. Incrementality asks whether the conversion would have happened without that marketing.
What is marketing mix modeling?
Marketing mix modeling is a statistical method that uses historical spend and results to estimate each channel's contribution. It doesn't rely on tracking individual people.
What is a conversion lift test?
A conversion lift test compares a group that saw your ads with a similar group that didn't. The difference between them shows what the ads caused.
Do we need a large budget for incrementality testing?
A test needs enough volume to reach a clear result, which depends on your spend and conversions. With lower volume, we can test larger changes or use other methods.
More in Prediction
- Scoring & PropensityEstimate who is likely to convert and what they may be worth over time.
- Value ModelingPut a value on leads and funnel stages so decisions reflect quality.
- ForecastingProject revenue and demand, and compare budget scenarios before you commit.
- Model OperationsMonitor your models and retrain them so they stay accurate.
Talk to us about attribution and incrementality
Tell us where your marketing stands today, and we'll show you what to do first.