Causal Attribution

Answer

Explores incrementality testing as a method to determine the true causal relationship between ad spend and business outcomes.

Source: The Truth About Incrementality: Are You Measuring Your Ads Wrong? on Ecommerce Playbook.

Top episodes

1. 1. The Truth About Incrementality: Are You Measuring Your Ads Wrong?

   Ecommerce Playbook

   Explores incrementality testing as a method to determine the true causal relationship between ad spend and business outcomes.

2. 2. Attribution is Broken: Understanding MTAs, MMMs, and Incrementality

   eCommerce Evolution

   Discusses the shift from broken attribution models to Media Mix Modeling (MMM) and incrementality to find causal truth.

3. 3. Meta's New Setting Beat Our Old Campaign by 18%

   Ecommerce Playbook

   A case study on Meta's new incremental attribution setting, comparing it to standard click-based models.

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