Why Incrementality Testing Saves Millions on Ad Spend

Most marketing teams still judge ad performance by last-click attribution — and they're overpaying by billions. In this episode, Lucas and Luna break down why incrementality testing is the only reliable way to measure true ad lift, using a real case from a major retailer that ran a geo-level experiment and discovered 40% of its digital spend was wasted. They explain the difference between 'was this ad seen?' and 'did this ad cause a sale?' — and why brands like Procter & Gamble have already shifted billions into incrementality-based measurement. If your marketing analytics stack doesn't include a holdout group, this episode is your wake-up call. #IncrementalityTesting #MarketingAnalytics #AdSpend #Attribution #LiftMeasurement #GeoTesting #HoldoutGroups #DigitalMarketing #ROI #PPC #MediaMix #ProcterAndGamble #MarketingMeasurement #DataDrivenMarketing #AdFraud #MarketingROI #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo