This article explains how to test the incrementality of a channel (rather than a specific change), across a defined timeframe, OS, country, and channel.
If you wanna look at the incremental value an entity (channel or campaign) provides for you, in the macro level and as a whole - This capability is the one for you.
By running summation tests in a defined timeframe and on a defined market, you can know the incremental value a channel or campaign has, in a defined time frame of up to 45 days.
How does it work?
via the filters bar:
- Define a measurement time frame (up to 45 days).
- Choose an app.
- Choose a channel.
- Choose a country.
- (If relevant) choose a campaign out of the campaign list, at the bottom left of the dashboard.
- Click ‘Measure’ .
** Please note: The model will take under consideration the activities in the channel or campaign that were scored as the most influential in the defined time frame.
Reading the summation test’s results is fairly straightforward and similar to reading results of a regular measurement, while keeping in mind a few things:
- The timeframe will be listed as a range for the activity’s date.
- The budget change (spend before, spend after, and delta) are based on the total changes in the defined timeframe.
- Summation tests take under consideration several changes on the entity and measure the incremental value based on several changes.
- Split Distribution will calculate the split between the activities that happened on the same day as the measured changes.
- Marked date on the prediction graph as the “activity date” shows the first activity taken by the model for the summation measurement, within the defined time frame.
In addition, it is possible to view the activities the model considered while building the prediction for the summation test, as viewed below:
For any question please contact support@incrmntal.com , or open a support Ticket here