Ad attribution company, AppsFlyer, has launched Incrementality, a cross-network solution that enables marketers to measure, analyze and optimize the incremental lift from their remarketing campaigns.
New data challenges and privacy regulations have left marketers with a less-than-perfect lens to view the real-world impact of their campaigns. As marketers increasingly adopt a top-down approach to measurement, Incrementality, helps them gain a clear view of their investments, offering advanced insights into the effectiveness of their remarketing campaigns.
According to the company, Incrementality uses controlled experiments, that enable marketers to properly validate and delineate between organic and remarketing engagements, shift budgets to better-performing marketing channels, save money where paid activity is not providing value, and optimize for the best-performing audiences.
Since the product beta launch in May, AppsFlyer has seen interest from various brands, including mobile game developer, Kabam. Through incrementality tests, Kabam was able to confirm that their remarketing campaigns reached an almost 20% lift in purchases. Based on the positive results and the ability to apply the same measurement to their entire remarketing strategy, Kabam was able to confidently scale their remarketing activity.
When used alongside our core attribution offering, AppsFlyer’s Incrementality solution can feed an integrated marketing measurement strategy. By simplifying the process of incremental lift testing at scale and making it accessible, we enable marketers to focus on their end-goal without any of the tedious heavy lifting. And we’re just getting started. New incrementality measurement capabilities are already in the works, ensuring that brands’ entire marketing stack is ready for the challenges of tomorrow.
Oren Kaniel, CEO and Co-Founder, AppsFlyer