Which channels cannibalize most?

Branded search and broad retargeting are the usual suspects. Performance Max often cannibalizes both. Ripplux measures the rate per campaign rather than asserting a category-wide rule.

Can I keep retargeting if it's cannibalizing?

Often yes, at a lower spend. The decision is `cut`, `cap`, or `kill` depending on the holdout-confirmed incrementality and the brand's tolerance for repeat-purchase reinforcement.

Find ad cannibalization

Identify campaigns that take credit for orders other channels would have produced, and stop paying for them.

Problem: Branded search, retargeting, and Performance Max routinely double-count orders organic and email would have produced for free.
Outcome: Ripplux surfaces the cannibalization rate per campaign and recommends spend cuts confirmed by holdout experiments.

How we measure cannibalization

Ripplux compares Shopify orders attributed to a campaign against the modelled organic/email/SMS baseline, then runs a holdout experiment to confirm. The cannibalization rate is the share of attributed orders the holdout shows would have happened anyway.

The decision

The Decisions page lists each cannibalizing campaign with the spend you can reclaim and the projected impact on total revenue (which is usually flat or positive after the cut).

Frequently asked

Which channels cannibalize most?: Branded search and broad retargeting are the usual suspects. Performance Max often cannibalizes both. Ripplux measures the rate per campaign rather than asserting a category-wide rule.
Can I keep retargeting if it's cannibalizing?: Often yes, at a lower spend. The decision is `cut`, `cap`, or `kill` depending on the holdout-confirmed incrementality and the brand's tolerance for repeat-purchase reinforcement.

How we measure cannibalization

The decision

Frequently asked

See how much of your ad spend is wasted