How Incrementality Testing Reveals True Ad Performance

Episode 25 of Marketing Analytics with Fexingo dives into incrementality testing — the gold standard for measuring whether an ad actually causes a sale or just captures one that would have happened anyway. Lucas and Luna walk through a real 2025 case from a DTC apparel brand that ran a geo-based incrementality test across Facebook, Google, and TV. They explain why last-click and even multi-touch models overstate performance by 30-50%, how randomized control groups work in practice, and why major advertisers like Procter & Gamble and Uber have pushed incrementality from academic curiosity to boardroom necessity. No jargon, no fluff — just a clear breakdown of what incrementality is, when it's worth the cost, and why your attribution model is probably lying to you. #IncrementalityTesting #MarketingAnalytics #AdAttribution #Measurement #DTCBrands #ProcterAndGamble #Uber #FacebookAds #GoogleAds #TVAdvertising #GeoTesting #HoldoutGroups #MarketingROI #AttributionLies #FexingoBusiness #BusinessPodcast #Marketing #DataDriven Keep every episode free: buymeacoffee.com/fexingo