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4 articles tagged "incrementality"
The Meta ads halo effect explained for store owners: why brand searches, organic and direct traffic rise with Meta spend, what the studies measured, why no store can put a number on it, and how to read the Meta row before cutting it.
Advertising incrementality asks what would sell without the ads. The eBay and Airbnb experiments, test limits for small stores, five signals from orders.
Bidding on your own brand name flatters ROAS while organic absorbs most clicks. Data from 225 geo tests, when brand bidding pays off, and how to test it.
Meta counts view-through conversions: people who saw an ad and never clicked. Where they hide in Meta and Google reports, and how to measure ROAS without them.
