How Incrementality Testing Reveals Ad Waste

In this episode, Lucas and Luna dive into the hidden inefficiencies in digital advertising, using a real-world example from a mid-sized retailer that ran a three-week geo-based incrementality test. They reveal how the test showed that 40% of paid search spend was cannibalizing organic conversions, saving the company $200,000 annually. The discussion covers the mechanics of holdout groups, the pitfalls of last-click attribution, and why most marketers are wasting budget on ads that simply capture existing demand. Perfect for anyone tired of vanity metrics and ready to measure true campaign lift. #IncrementalityTesting #AdWaste #MarketingAnalytics #Attribution #PaidSearch #OrganicConversion #GeoExperiment #HoldoutGroup #MarketingROI #BudgetOptimization #DigitalMarketing #CampaignMeasurement #DataDriven #MarketingScience #RetailMarketing #Business #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo