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Incrementality

Incrementality is the share of conversions caused by the ad, not merely correlated with it. It's measured by holdout experiments, not estimated by attribution.

Incrementality

Incrementality is the difference in conversions between an audience exposed to advertising and an otherwise-equivalent audience that was not. The cleanest measurement comes from a randomised holdout.

Estimated vs measured

Multi-touch attribution estimates incrementality by modelling user paths. The estimate is sensitive to attribution windows, click-ID coverage, and platform reporting changes. A holdout experiment measures incrementality directly.

Why operators care

A campaign with 5x reported ROAS and 10% incrementality is a money-loser. A campaign with 1.5x reported ROAS and 80% incrementality is paying its way. Without the incrementality number, the optimisation conversation is guesswork.

How Ripplux runs it

Conversion Lift on Meta, geo or audience holdouts on Google. The platform splits the audience; we read the order data from Shopify; we compute the lift.

See how much of your ad spend is wasted

Ripplux is live on the Shopify App Store. Install free and see your own numbers, no charge for 14 days. While the founding cohort is open, founding stores lock Pro at $99/mo for life.

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