Understanding the Two Different Measurement Views in INCRMNTAL
Overview
INCRMNTAL provides two distinct ways to understand your channel and campaigns performance:
- Explorer (Contribution View and Marginal) — a holistic, always-on read of how a channel/campaign contributes to your Market (OS+Country)
- Analyst Dashboard - Single Measurements (Activity View) — an isolated evaluation of one specific change in spend.
What Is the Explorer?
The Explorer Dashboard 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 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?
What is the Performance Map (Main Dashboard)?
What is Week-Over-Week Heatmap?
What is the Comparison View Dashboard?
What's the INCRMNTAL Explorer Dashboard ?
Understanding the Results Page
Understanding the Results Page - Advanced