Are Your Conversions Even Real?
Het Mavani walks through a year-long incrementality program on a single DTC paid search account four independent experiments, and what the team did with the answers.
Watch the full session
A Practitioner's Guide to Paid Search Incrementality
The written guide behind the session — four measurement methodologies, the full DTC results table, the calibration math, and where incrementality fits alongside MTA and MMM.
What's inside
Incrementality factor and iCPA, with real numbers
Four methodologies — and where each misleads you
Why brand and non-brand search tell completely different stories
How to turn an incrementality number into a target CPA
A testing cadence so your number never goes stale
What the data actually showed
Next Webinar | Aug 18
Is your paid media ready for BFCM?
The accounts that win Q4 lock their plans in August. We'll walk through budget pacing, campaign structure, and the measurement setup you need in place before the spend ramps. Bring your questions.
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