Incrementality is a specific approach to measure marketing effectiveness that evaluates the events that couldn’t have occurred without a specific interaction. Put simply, incrementality answers how many business results could have happened if there were no particular marketing activity.
Previously, brands used incrementality to assign the attribution for conversion more accurately and spot how their marketing campaigns influence business outcomes. However, going cookieless makes the incremental method even more valuable.
To enrich your performance tracking, consider running special incrementality tests. For instance, you can run a marketing campaign offering promo codes for a specific product. After a set timeframe, you need to count the number of sales made with coupons. To optimize and automate the process, consider using a promocodes tracking solution.
The next step is to compare the number of purchases made with coupons with the number of sales of the same product without coupons. The difference between these two groups — incrementality lift — will show your marketing campaign’s impact on your business results.