Announcing Incrementality: The complete solution for measuring remarketing effectiveness

By Roy Yanai
incrementality solution

Mobile marketing is going through a paradigm shift. With the industry moving towards a more aggregate way of measuring marketing efforts, marketers’ ability to measure and understand the impact of their marketing investments is further curtailed.

Without any intentions of sitting on the sidelines, we’ve set ourselves a goal to help our customers and the entire mobile ecosystem to successfully navigate this new era of mobile marketing.

Today marks another milestone in accomplishing this goal.

We’re thrilled to announce the launch of AppsFlyer’s Incrementality solution, a product that truly empowers marketers to gain a better understanding of the real value that their marketing efforts hold.

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What is incrementality measurement and how does it work?

With incrementality, you can determine the real value of your marketing efforts by measuring which conversions were made as a result of your marketing campaigns and which would have still occurred organically, without them.

To determine the incremental lift of a specific marketing channel or campaign, an experiment is used in which the target audience is randomly split into test and control groups, ensuring a minimal bias between them.

The test group, usually consisting of 80-85% of the total audience, is exposed to the normal campaign and sees ads while the control group is excluded from the campaign.

How incrementality testing works AppsFlyer
Splitting audiences into ‘control’ and ‘test’ groups

This way, you are able to uncover the incremental impact of your marketing campaign or channel and measure the engagements that would have occurred in the absence of this specific investment.

Incrementality for remarketing

AppsFlyer’s Incrementality solution is built around remarketing and is fully integrated with Audiences, to enable a streamlined process of creating and managing incremental lift tests for remarketing campaigns.

This integration also enables automatic segmentation to test and control groups and ensures there are no overlaps between them.

Incrementality measurement made easy

Incrementality testing is a long and complicated process that may be prone to poor execution and interpretation. There are many challenges in measuring incrementality as it requires knowledge, expertise, and a robust testing environment to ensure that the right insights are derived and the right decisions are driven.

This is why up until now, very few companies have been able to successfully integrate incremental testing into their campaign optimization workflows and utilize its powerful insights.

With the launch of Incrementality, that’s all about to change.

AppsFlyer’s Incrementality solution simplifies the process of designing, executing, and analyzing incremental lift tests at scale. Marketers can focus on the end-goal of their test without having to worry about the heavy lifting that comes with it.

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Test, learn, grow, repeat

The AppsFlyer Incrementality dashboard provides a detailed view of your test results and allows you to perform both granular and macro-level analysis of every channel, audience, and creative.

The intuitive and simple to use interface encourages you to dive deeper into the different stages of the test and makes it easy to involve stakeholders that are less acquainted with advanced analytics on the journey.

For even more advanced analysis and deeper insights, we offer fully detailed raw data reports that can be sent directly to your Amazon S3 bucket in real-time.

Where Incrementality meets attribution

Attribution and incrementality are completely independent concepts that complement each other to achieve a more effective mobile marketing strategy. They each serve a separate function in understanding the full picture of how campaigns are performing and the actual value they’re driving.

When used alongside each other, they form an integrated marketing measurement strategy where Incrementality can be used to validate hypotheses derived from attribution.

With this first-to-market solution, AppsFlyer is the only attribution provider to offer both solutions under one platform.

“With the help of AppsFlyer’s Incrementality solution, we were able to uncover critical insights and achieve better results, faster. Combined with AppsFlyer’s attribution data, we were able to scale our remarketing activity with confidence.” – Terry Koh Growth Marketing Manager, Kabam

We’re just getting started

With the industry shifting towards a more aggregate future, solutions that provide advanced insights into campaign management and optimization will inevitably play a bigger role in marketers’ decision making processes.

AppsFlyer’s Incrementality solution facilitates innovation by providing a framework for testing and analyzing remarketing campaigns and tactics at scale.

And we’re just getting started.

New capabilities surrounding incrementality measurement for UA strategies will be added in the future, ensuring that your entire marketing stack is all-systems-go for the challenges that lie ahead.

Roy Yanai

Roy Yanai is the AVP of Product - Measurement at AppsFlyer. Over the past 6 years, Roy led different product areas within AppsFlyer including Data Exchange, Analytics, Incrementality and iOS solution. Currently, Roy leads the product efforts for AppsFlyer’s attribution and measurement products. Prior to AppsFlyer, Roy served as CEO & Head of Product at Mego - a startup aimed to solve eCommerce delivery pains and founded HackIDC - Israel’s largest Hackathon.

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