Digital Remedy

FEBRUARY 24, 2025

In Part 1 of our Intro to Incrementality series , we covered the fundamentals-measuring incremental lift by comparing test (exposed) and control (holdout) groups. In Part 2 , we explored how to create accurate control groups using ghost bidding to eliminate bias and avoid skewing incrementality analysis.

CPA 59

CPA Control Group Conversion Audience 59

Single Grain

JUNE 13, 2023

Statista ) Conversion rates can be boosted beyond 40% by combining similar audiences with display remarketing campaigns. Households showed a 10% increase in purchasing Silk products compared to the control group. Smart Insights ) Programmatic ads are helpful in reaching the target audience faster. billion USD.

Advertising 102

Advertising Click Through Rate Display Advertising ROI 102

Digital Remedy

JANUARY 27, 2023

Is Z just cannibalizing my organic audience? Traditional marketing metrics such as CPA, CTR, and VCR, while important, can leave room for additional questions requiring custom analytics to answer. The first group is an exposed group, that’s people who have seen the campaign that we’re running for a client.

CPA 52

CPA Control Group Conversion Rate Conversion 52