Introduction
Marketers are increasingly recognizing that not all conversions are equal. The real question is: Would this sale have happened without the ad? Incrementality answers this—and is becoming the most important KPI in ecommerce performance marketing.
What Is Incrementality?
Incrementality measures the net new revenue generated by advertising, isolating the true impact of campaigns beyond attributed conversions.
Why Traditional Attribution Is Misleading
Attribution platforms often:
- Claim credit for organic purchases
- Overvalue last-click
- Inflate conversion numbers
- Encourage over-spending on retargeting
This results in inefficient budget allocation.
Why Incrementality Matters
1. True ROI Clarity
It reveals whether your ads actually influenced revenue.
2. Smarter Budget Allocation
Brands can shift investment toward high-impact audiences and products.
3. Sustainable Growth
Instead of cannibalizing organic sales, brands generate real uplift.
How RTIBid Measures Incrementality
RTIBid’s algorithm compares:
- Exposed vs. unexposed segments
- Purchase patterns
- Revenue lift
- ROAS based on incremental-only GMV
This eliminates attribution noise and gives brands accurate insights.
Conclusion
Incrementality is the KPI that reveals the true value of media. RTIBid ensures brands measure not just what is attributed—but what is actually generated.
