---
title: Explorer vs. Single Measurements
description: Understanding the Two Different Measurement Views in INCRMNTAL
---

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# Explorer vs. Single Measurements

## Understanding the Two Different Measurement Views in INCRMNTAL

#### **Overview**

INCRMNTAL provides **two distinct ways** to understand your channel and campaigns performance:

1. **Explorer (Contribution View and Marginal)** — a holistic, always-on read of how a channel/campaign contributes to your Market (OS+Country)
2. **Analyst Dashboard - Single Measurements (Activity View)** — an isolated evaluation of one specific change in spend.

#### **What Is the Explorer?**

The [**Explorer Dashboard**](https://knowledgebase.incrmntal.com/knowledge/whats-the-explorer-dashboard-new-ui?hsLang=en) provides a view of a channel/campaign’s true incremental value over time on top of your Organic layer and External activities. It shows how much value your Channel/Campaign has contributed based on **its total spend** to your Market (OS and Country). This view is parallel to the Attribution view in terms of granularity and data presentation, but is built solely on INCRMNTAL Models.

It is based on:

- The **channel’s full historical data.** The **baseline and Incremental value** created from long-term patterns
- **All measured activities** for this channel (every detected spend change)  
  The channel’s role within your **entire marketing ecosystem**

Explorer is your **“ground truth” view**.  
It answers:

**“How much value did this channel truly contribute?”**

It is holistic, stable, and strategic — designed for evaluation and budget planning.

#### **What Are Single Measurements?**

[**Single Measurements**](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#measurements-analyst-dashboard) evaluate the incremental effect of **one specific action**, such as:

- Increasing or decreasing spend
- Pausing / resuming a channel
- Shifting budget between platforms

Each single measurement answers the question:  
**“What did this specific change in spend do to my market (OS and Coutry)?”**

It focuses on:

- The **delta spend** (before vs. after the change)
- The **incremental lift or decline** driven **only** by that action
- A **two-week stabilization window** to capture the effect

This is tactical, experiment-level, and immediate.

### **Key Differences at a Glance**

| Dimension | Explorer | Single Measurement |
| --- | --- | --- |
| Purpose | Understanding channel/campaign’s true contribution | Understand impact of one change |
| Scope | Uses all historical and measured data | Looks only at one event/change |
| Time Horizon | Ongoing, continuous | Two weeks pre-and-post-change |
| View Level | Channel and Campaign performance | Channel and Campaign performance |
| Interpretation | Strategic: "How strong is this channel/campaign? How did recent changes impact it?” | Tactical: "Did this specific change help or hurt?" |
| Use Cases | Budget planning, ROI evaluation, strategy | Validating a test, proving lift, understanding a specific spike/drop |

#### Why the Two Views Look Different

Because Explorer aggregates **all** channel information, while Single Measurements isolate **one** action, the numbers naturally differ.

- Explorer reflects the **full picture**
- Single measurements reflect **one snapshot**

Both are correct — they simply answer **different questions**.

 

Related Articles:

[What's the INCRMNTAL Explorer Dashboard?](https://knowledgebase.incrmntal.com/knowledge/whats-the-explorer-dashboard-new-ui?hsLang=en)

[What is the Performance Map (Main Dashboard)?](https://knowledgebase.incrmntal.com/knowledge/what-is-the-performance-map?hsLang=en)

[What is Week-Over-Week Heatmap?](https://knowledgebase.incrmntal.com/knowledge/week-over-week-heatmap?hsLang=en)

[What is the Comparison View Dashboard?](https://knowledgebase.incrmntal.com/knowledge/what-is-the?hsLang=en)

[What's the INCRMNTAL Explorer Dashboard ?](https://knowledgebase.incrmntal.com/knowledge/whats-the-explorer-dashboard-new-ui?hsLang=en)

[Understanding the Results Page](https://knowledgebase.incrmntal.com/knowledge/understanding-the-results-page-part-1?hsLang=en)

[Understanding the Results Page - Advanced](https://knowledgebase.incrmntal.com/knowledge/understanding-the-results-page-advanced?hsLang=en)

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