Making incrementality testing a routine part of weekly PPC reporting
· 21h ago · Originally reported by Search Engine Land
The article argues that incrementality testing should not be a one-off exercise but should be folded into weekly PPC reporting routines. It advocates for ongoing measurement of true lift rather than relying solely on platform-reported conversions.
Why it matters
Platform-reported conversions often overstate real impact, so building incrementality checks into regular reporting helps advertisers see which spend actually drives new results.
Explain it like I’m new here
It's like checking whether your lemonade stand sign actually brings in new customers, not just counting the friends who were already coming by.
Read the original at Search Engine Land
Terms in this story
Incrementality
Incrementality is the extra result, such as sales, installs or visits, caused by advertising that would not have happened without it, usually measured by comparing exposed and unexposed groups.
CPC (cost per click)
CPC (cost per click) is a pricing model where the advertiser pays only when someone clicks the ad, and also the average amount paid per click.
Search advertising
Search advertising is placing paid ads alongside search engine results, triggered by the words people search for and usually charged per click.
Conversion
A conversion is a valuable action that an advertiser wants people to take after seeing or clicking an ad, such as a purchase, sign-up, app install, call or form submission.
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