What is the relationship between incrementality and marketing attribution?

So, what does incrementality mean? Basically, it’s the added value that one traffic source, campaign, or keyword brings. The percentage of incremental value helps you find out the performance of different marketing activities. It’s like a KPI (Key Performance Index). When you understand incrementality, you can compare the performance of your organic and paid campaigns. Incrementality is the added value of your traffic sources, campaigns, or even specific keywords. It is expressed as a percentage. This percentage gives marketers insight into different marketing activities, so they can compare the performance of paid and organic campaigns. Incrementality vs attribution is what we are going to investigate in this article. 

What does incrementality mean? The percentage of incremental value shows marketers the performance of different marketing activities. Incrementality is often expressed as a percentage, which is a KPI that helps marketers compare paid and organic campaigns quickly.

A common example of this debate is the scenario in which a customer places products in the basket and decides to go ahead and check out. However, the customer then sees a field that asks for a voucher code, and they can’t enter their code because they don’t have it. They proceed to open a new tab in their browser and search for a discount code. The customer finds one, enters it, and completes the order.

Conclusion: attribution is the process of giving credit to different touchpoints in a customer journey. The analysis of attribution data can show the importance of each touchpoint in customer journeys. In conclusion, the importance of attribution is giving credit to different touchpoints in a customer journey. The “incrementality” is not an actual word but it makes sense because it’s the amount of credit given to a certain touchpoint based on data collected.

The key insight of marketing attribution is to make the performance of different channels and different marketing activities visible and comparable. As marketers, we know that attribution is just the beginning. Now it’s time to turn those insights into actions.