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Incrementality measures the uplift in conversion rates customers receive because of their advertising’s effectiveness. Ghost Bidding allows Beeswax customers to measure 'incrementality' without having to pay for control group impressions |
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. The Incrementality Report shows effectiveness of impressions that are shown to the Treatment Group compared to ‘Ghost Impressions’ that are shown to the Control Group. It calculates the incremental lift and other key metrics across Treatment and Control groups; including impressions, conversion, conversion value, and conversion rate. ‘Incremental Lift’ metric calculates the percent (%) difference between the conversion rates for the Treatment and Control groups.Incremental lift is calculated using the formula: Within the Incrementality Report, you can track incrementality by different User ID types; currently the options are:
Beeswax customers must use the User ID metrics that align with the ‘Ghost Bidding User ID Type’ selected on the line item. Failure to do so may result in inaccurate test results. For each group (Treatment & Control) Beeswax customers can see the following:
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Note: Incrementality Report only supports line items that use Beeswax Attribution. Post-back attribution, including in-app, will not be supported as Beeswax receives pre-attributed conversion via this method. |
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