Incrementality
Comparing completed views with business outcomes
See what a CTV completion rate can establish, how to compare it with enquiries or sales, and which conclusions need stronger evidence.
Section
Incrementality
Incrementality
Comparing exposed and unexposed markets carefully
Plan a CTV market comparison by selecting credible controls, checking the delivery contrast and reporting an effect estimate with uncertainty.
Incrementality
CTV attribution and incrementality
Understand what CTV attribution credits, what an incrementality test estimates, and how to use each result within its measurement limits.
Incrementality
CTV campaign measurement
Plan CTV measurement around delivery, estimated reach, completed playback and business outcomes, with the limits of each measure made clear.
Incrementality
Deciding when a CTV creative test needs more evidence
Diagnose whether a CTV creative test needs more responses, more comparable delivery or a better measure before choosing a version.
Incrementality
Measuring message recall for different creative openings
Compare CTV openings with a neutral message-recall question, pre-agreed scoring and a separate check of brand linkage.
Incrementality
Measuring visits without attributing every direct session to CTV
Separate tagged QR visits, dedicated-address use and direct sessions so CTV reporting reflects what was observed.
Incrementality
Reviewing and comparing CTV attribution windows in reports
Audit CTV post-view and post-click windows, credit rules, event counting and data cut-offs before comparing attributed actions.
Incrementality
Separating CTV execution metrics from whole-campaign outcomes
Report CTV delivery against its brief, then assess the campaign’s chosen brand or business outcome with a separate method and clear limits.
Incrementality
Separating household correlation from causal sales impact
See what household CTV-to-sales matching can show, why exposed buyers may differ and when a control is needed for a causal claim.
Incrementality
Understanding the limits of CTV conversion attribution
Learn how CTV conversions are matched and credited, what coverage and windows change, and why attribution alone cannot prove sales impact.