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      How to Measure the Impact of Advertisement on one platform, onto another?

      This article explains how to measure the impact of advertisement on the performance on a separate platform.

      We've come across several clients, that run advertisement on certain platforms, and measure performance over other platforms. For this need, we developed the "Source/Target platform" feature, allowing you to understand the impact of changes in spend in one platform, and their impact on performance in another.

      Let's take an example from the Gaming world:

      • The following customer advertises their game on Android or iOS.
      • The game is not an app, but a console game, played in different consoles based on the platform of which the customer purchased (Steam, Playstation, Switch, and so on).

      In this case, the measurement requires us to have the spends from Android, and analyze the incremental lift or decrease in performance in another platform.

      Please note, that this feature should be enabled by your dedicated CSM on your board. You can open a support ticket here.

       

      How would that look on the board?

      1. We identified a change in spend on the board on Android - A budget increase.
      2. We clicked the activity we wanted to measure, and clicked "Measure"
      3. In the measurement definition page, we can define the following:
        1. "Platform" (that'd be the platform in which the spends are available). In this case, we'll choose Android.
        2. "Country", as in the country in which the change happened
        3. "Cohort", if available on your integration
        4. Under "Advanced", you can select the target platform you'd like to measure the impact of the change in spend on (i.e. answering the questions "What happened to my performance in X when I increased spends on Y?")

      How does a result look like?

      In the measurement results, we'll be able to see the two measured platforms on the left side of the measurement's title.

       

      The measurement will show the spend of the measured entity (channel or campaign), in the measured country and OS (in this case, US/android), and the prediction and incrementality will be calculated based on the KPI's data in the source platform in the measured market (in this case, US/Playstation).

      Please note, that the activities considered by the model would be both of the source and the destination platform.

      For any question please contact onboarding@incrmntal.com , or open a support Ticket here