Incrementality: what your campaign really sold
Your ROAS counts sales that would have happened anyway. Incrementality holds out a control group in every audience and tells you how much revenue exists only because you ran the campaign.
Across every channel · No measurement projects · On your unified data
Example with demo data · The attributed ROAS of this same campaign was 14x
Attribution shares credit. It never asks how much was inevitable.
Attribution splits the sales that already happened among the channels that touched them. Incrementality asks the other question on every activation: it randomly sets aside part of the audience, shields it from the campaign on every channel and compares what each group buys. The difference is your incremental revenue; divided by cost, your incremental ROAS.
The metric you can defend in the boardroom
The control group is held out when the audience is built in FLYDE, before it is activated. The same person is left out of Meta, Google, email and SMS at once, so the control is never contaminated through another route.
Results are matched against the transactions in your ecommerce, POS or CRM, not the conversions each platform reports. Online and in-store, in the same calculation.
Every test returns lift, incremental revenue, incremental ROAS and a confidence interval. If the difference is not significant, you will see it before you present it.
Measuring a campaign’s incrementality costs the same as launching it. That is why you measure every campaign, not one a year.
Three steps. No files.
The control is born with the audience
When you build the audience in Market, you set the control percentage (usually between 5% and 20%). FLYDE assigns it at random and marks it on the unified profile.
Nobody in the control gets anything
The audience syncs to your channels without the control group. On no channel, during the campaign or the conversion window.
Treatment vs. control
As sales come in, the module compares the two groups and shows how many purchases, how much revenue and how much margin the campaign generated above what would have happened without it.
From the ROAS that attributes best to the one that sells most
- 01
You know whether retargeting repeat buyers generates sales or just discounts.
- 02
You know whether brand search earns its budget or captures traffic that was coming anyway.
- 03
You know which part of the Black Friday peak was yours and which part was the tide.
- 04
You plan next year’s budget with a column nobody else has in the room.
What Incrementality answers in your industry
Which seasonal campaign sold above the tide and which only discounted people who were already coming.
→ AutomotiveWhether the after-sales campaign brings cars into the workshop or just pulls forward services already due.
→ NGOsHow many donations the emergency appeal triggered and how many would have arrived anyway.
→ Banking & insuranceWhich commercial action opens products that would not have been taken out without it.
→ RestaurantsWhether the Tuesday promo fills new tables or discounts the regulars.
→ Energy & utilitiesWhich retention campaign prevents churn that was about to happen.
→ Fitness & gymsHow many sign-ups the free joining fee brought and how many were going to join anyway.
→Attribution tells you who touched the sale. Incrementality, which sale would not exist without you.
Shares the credit among channels
Which touchpoints influenced each conversion, with comparable models and no platform bias. Discover Omnichannel attribution →
Says how much credit there is to share
Which part of those sales exists only because you ran the campaign. Both work on the same unified data and complement each other.
How much of your ROAS is real?
Give us 15 minutes and we will walk you through an incrementality test from start to finish on a demo environment.