Incrementality

Attribution tells you who converted after seeing your ad. Incrementality tells you how many of them converted because of it. Specify measures both on every campaign, starting with the test campaign, so you know what your spend actually bought.

What you get

Every campaign report compares the people who saw your ads with a matching group who didn't:

• Conversion rate of each group
• Lift: how many times more often people who saw your ads converted
• Statistical significance: how confident you can be that the difference isn't chance

The numbers above are an example. A lift of 1x would mean the ads changed nothing; 5x means people who saw them converted five times as often. Campaigns on Specify frequently show 4 to 6x lift, at over 99% significance.

The comparison group

The comparison group matches your targeting exactly and isn't already using your product. The only difference is that it never saw your ads, so the gap between the two groups is what your campaign caused.

Using it

• Judge campaigns on lift, not raw conversions. A campaign with fewer conversions but higher lift is doing more real work.
• Compare targeting segments. Your dashboard breaks conversion rate down by targeted project, which guides your next targeting choices.
• Ask about it on your report call. We walk through the incrementality results with you after every test campaign.

Go deeper

Our free Web3 Advertising Course covers incrementality in depth, along with the rest of web3 performance marketing.