Analytics

Incrementality test

Experiment that measures true lift from a marketing channel.

Pause a channel in one region or audience for 2 to 4 weeks. Compare to a holdout. Difference is the true incremental impact. Most marketing channels over-report their value by 30 to 70% versus incrementality results.

More in Analytics

CAC

Customer Acquisition Cost. Total marketing + sales spend divided by new customers in a period.

LTV

Lifetime Value. Total revenue a customer is expected to generate before they churn.

Attribution window

How long after an ad click or view a conversion is credited to that ad.

First-party data

Customer data you collect directly (email, purchase history, on-site behavior).

Server-side tracking

Sending conversion data to ad platforms from your server instead of the browser.

UTM parameters

URL query strings that pass campaign source data to your analytics.

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