Attribution vs Incrementality
Attribution measures correlation (User saw ad -> User bought). Incrementality measures causation (Ad caused purchase). Attribution answers 'Who touched this customer?'. Incrementality answers 'Did this marketing actually work?'. SpendSignal creates value by bridging the gap between these two views.
The Short Version
Attribution is 'Who was there?'. Incrementality is 'Who made it happen?'.
Visual Explanation
Attribution vs Incrementality
One measures correlation. The other measures causation. See the difference.
Prerequisites
The 300% Error
Retargeting often claims $10 ROAS (Attributed). But holdout tests show it only drives $1 iROAS (Incremental).
If you optimize based on Attribution, you pour money into Retargeting. If you optimize based on Incrementality, you cut Retargeting and grow the business.
How it works
Attribution: Sum(Revenue from Touched Users) / Spend
Incrementality: Lift(Test Group vs Control Group) / Spend
The gap identifies 'waste' (non-incremental spend)
Common Misconceptions
Using them interchangeably
Thinking Attribution is 'Real Time' and Incrementality is 'Slow' (SpendSignal makes Incrementality real-time)
Ignoring the conflict (You must choose one as your North Star)
Frequently Asked Questions
QCan they match?
On pure prospecting channels (e.g., Cold Traffic Facebook), they can be close. On harvesting channels (e.g., Brand Search), they are wildly different.
QWhich one does the CFO care about?
Incrementality. The CFO cares about Net New Revenue. Attribution often reports revenue that would have happened anyway, which finance hates.