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

Households showed a 10% increase in purchasing Silk products compared to the control group. For every 1,000 individuals who viewed influencer marketing, their collective purchases of Silk products amounted to $285 more than the control group. Google ) For display adverts, the standard CPA is $76.

Advertising 102

Advertising Click Through Rate Display Advertising ROI 102

Digital Remedy

JANUARY 27, 2023

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. There’s no skew this way.

CPA 52

CPA Control Group Conversion Rate Conversion 52