Why Incrementality Testing Saves Millions on Ad Spend

What this episode covers

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

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Frequently Asked Questions

How long is this episode of Marketing Analytics with Fexingo: Data, Attribution, and Measuring Campaign Performance?

This episode is 7 minutes long.

When was this Marketing Analytics with Fexingo: Data, Attribution, and Measuring Campaign Performance episode published?

This episode was published on June 4, 2026.

What is this episode about?

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...

Can I download this Marketing Analytics with Fexingo: Data, Attribution, and Measuring Campaign Performance episode?

Yes, you can download this episode by clicking the download button on the episode player, or subscribe to the podcast in your preferred podcast app for automatic downloads.