--- title: "Calibration: Frequently Asked Questions (FAQ)" description: In this article we will answer the most frequently asked question regarding Calibration and the data --- [Skip to content](https://knowledgebase.incrmntal.com/knowledge/calibration-frequently-asked-questions#main-content) ![Incrmntal Logo.png\]](https://knowledgebase.incrmntal.com/hs-fs/hubfs/Incrmntal%20Logo.png?height=40&name=Incrmntal%20Logo.png) Open main navigation Close main navigation - Go to incrmntal.com Go to incrmntal.com Hello. How can we help you? - There are no suggestions because the search field is empty. 1. [Knowledge Base](https://knowledgebase.incrmntal.com/knowledge?hsLang=en) 2. [FAQ](https://knowledgebase.incrmntal.com/knowledge/faq?hsLang=en) # Calibration: Frequently Asked Questions (FAQ) ## In this article we will answer the most frequently asked question regarding Calibration and the data ### **Why can’t you tell me my numbers? Why do we need Calibration?** INCRMNTAL doesn’t operate like an attribution or analytics platform that shows you raw or last-touch numbers. Instead, we work with aggregated data and use causal inference models to understand the *incremental impact* of your marketing activities - meaning, what results were actually *caused* by your ads versus what would have happened organically. Because our system learns from trends,spend changes, and external signals rather than user-level events.  Our role is to gather and align all the right signals together with you, so the models can learn from your real marketing activity. As we work toward full usability of the platform, you’ll gain full clarity on **which channels, platforms, or campaigns truly drive incremental value**, and equally, **where you can scale or cut spend** with confidence. INCRMNTAL helps you uncover the *true contribution* of your paid channels. Transforming your aggregated marketing data into clear, actionable insights for smarter budget decisions. ### **How do I know that the INCRTMNTAL input is correct?** Calibration is precisely what makes INCRMNTAL’s results *right*. During onboarding, we validate that all your aggregated data inputs are complete, consistent, and aligned with your business logic. The calibration process ensures that the models interpret your data correctly - accounting for seasonality, promotions, paid vs. organic ratios, and other real-world factors that might influence your performance. In addition, INCRMNTAL is fully **transparent**: if something doesn’t look intuitive, we’ll review it together. We encourage clients to bring real examples - specific campaigns, markets, or time periods - so we can test the logic and confirm that the model behaves as expected. This collaborative verification process is what builds confidence in the results and ensures the insights you see are accurate, explainable, and trustworthy. We will also have a **Platform Validation session** - where we will plan together the steps to validate  the Platform insights   For any question please contact [onboarding@incrmntal.com](mailto:onboarding@incrmntal.com) , or open a [support Ticket here](https://share.hsforms.com/1E8GuQyooSzO1uP7QP1bLHA50da0?__hstc=238262367.6e9d27b2341463e02dbc6778398fcff1.1756361008633.1762264950440.1762335803883.39&__hssc=238262367.1.1762335803883&__hsfp=1373886650) - [Integration](https://knowledgebase.incrmntal.com/knowledge/integration?hsLang=en) - [Change Logs & Reporting](https://knowledgebase.incrmntal.com/knowledge/change-logs-reporting?hsLang=en#main-content) - [General](https://knowledgebase.incrmntal.com/knowledge/change-logs-reporting?hsLang=en#general) - [How to Connect Networks to INCRMNTAL](https://knowledgebase.incrmntal.com/knowledge/change-logs-reporting?hsLang=en#how-to-connect-networks-to-incrmntal) - [Platform Tutorials](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#main-content) - [Account Management](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#account-management) - [Getting Started with INCRMNTAL](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#getting-started-with-incrmntal) - [Basic Tutorials](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#basic-tutorials) - [Using the Platform](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#using-the-platform) - [Measurements (Analyst Dashboard)](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#measurements-analyst-dashboard) - [Advanced Features](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#advanced-features) - [Data Exports](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#data-exports) - [FAQ](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#faq) - [FAQ - Getting Started](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#faq-getting-started) - [Use-Cases](https://knowledgebase.incrmntal.com/knowledge/use-cases?hsLang=en#main-content) - [Additional Data Points](https://knowledgebase.incrmntal.com/knowledge/use-cases?hsLang=en#additional-data-points) - [FAQ](https://knowledgebase.incrmntal.com/knowledge/faq?hsLang=en) - [Create a Ticket](https://knowledgebase.incrmntal.com/knowledge/create-a-ticket?hsLang=en) [![INCRMNTAL](https://knowledgebase.incrmntal.com/hubfs/Incrmntal%20Logo.svg "INCRMNTAL")](https://www.incrmntal.com/) incrmntal.com Knowledge Base Copyright © 2026, INCRMNTAL