In the fast-moving world of digital marketing, understanding incrementality, the true, causal impact of advertising, is becoming essential for proving ROI.
Google has announced major improvements to its incrementality testing, making it easier and more affordable for businesses of all sizes to measure what really drives growth.
Previously, running an incrementality experiment could cost more than $100,000.
Now, advertisers can access the same level of insight for as little as $5,000.
This dramatic reduction breaks down barriers for smaller advertisers, empowering more brands to measure the real-world value of every marketing dollar spent.
Google also introduced new features in study settings, giving users greater control over feasibility and conversion actions.
These updates don’t just lower costs; they also improve accuracy and speed.
Enhanced statistical models deliver up to 50% more conclusive results, while faster reporting and customizable test sizes allow marketers to act quickly on data.
When combined with Marketing Mix Models (MMMs) and Attribution tools, these improvements create a more complete, agile view of marketing performance across all channels.
Key Takeaways:
- Incrementality testing is now available for as little as $5,000, down from $100,000.
- Improved models deliver up to 50% more conclusive and transparent results.
- Faster reporting and integrated analytics give marketers real-time ROI clarity.
You may also want to check out some of our other recent updates.
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