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The Truth About Incrementality: Are You Measuring Your Ads Wrong?

Are you really measuring your ads the right way? In this episode we dive deep into the world of incrementality testing—what it is, why it’s so important, and why most brands struggle to operationalize it effectively. We break down the biggest mistakes marketers make when it comes to ad measurement and how to avoid them. Learn the secrets to building a consistent testing system, understanding your ad performance, and driving better results for your business. Key topics covered: -What is incrementality testing? -Why it’s so hard to apply test results consistently -How to turn data into actionable insights -The tools and frameworks to operationalize your findings If you want to stop guessing and start making data-driven decisions, this episode is a must-watch. Show Notes: -Check out Motion’s Creative Trends 2025: motionapp.com/creative-trends -Get our Prophit System: prophitsystem.com -The Ecommerce Playbook mailbag is open — email us at [email protected] 0:00 - Introduction 1:45 - The Challenge of Operationalizing Incrementality 5:20 - Common Mistakes in Ad Testing 8:15 - Why Incrementality Tests Fail 12:30 - How to Hold Variables Constant in Testing 16:10 - The Dynamic Nature of Advertising Platforms 20:00 - How to Build a Reliable Testing System 24:45 - The Importance of Always-On Testing 28:15 - Operationalizing Incrementality Across Teams 31:00 - Key Takeaways and Final Thoughts