3 High Impact Incrementality Tests

3 High-Impact Paid Media Tests to Boost Incremental Profit (Not Last Click ROAS)

If you’re running paid media and want to drive real business growth - not just attributed revenue - these are three tests worth prioritizing:

1. Reduce lower-funnel spend on existing customers: Many brands overspend on existing customers who were going to convert anyway. Cut back, measure the lift, and redirect that budget toward acquiring new or reactivating lapsed.

2. Reduce lower-funnel spend on high intent site visitors: These users are highly motivated and the algo tends to over-invest in them because thats how we've trained it. Try pulling back spend on them and see if conversion rates hold. If they do, that’s spend you can reinvest.

3. Increase investment in mid-funnel initiatives. Driving quality traffic while elevating equity and trust isn’t just fluff. It's often underfunded and can be highly incremental when approached with intention.

This part is important:

- Test within an incrementality framework not attribution. As you can imagine, these three tests will all backfire if attributed revenue is your primary kpi.

- Align stakeholders on the difference between incrementality and attribution far in advance. If they're not fully aligned these tests will get misunderstood or dismissed. Make sure key decision makers are not only well educated on the concept but are believers in it - our blog post on Incrementality 101 (link in comments) is a great starting point.

- Ensure your test is properly funded. Tests like these are an investment in long term growth. With the right budget you will get clear and statistically sound results that everyone can rally around and act upon with confidence.

If these tests are intriguing but you dont know where to begin or have questions on showcasing the concepts to key decision makers feel free to reach out.