⏸️ MNTN's First Touch Incrementality reporting is currently in a Closed Beta
MNTN Incrementality Reporting enables marketers to measure conversions and revenue generated by Performance TV compared to outcomes they would have achieved without TV ads. Our transparent methodology ensures you can quickly understand and confidently act upon your data, at no additional cost.
Here's what we'll review in this article:
Why Measure Incrementality?
Incrementality shows you the true value your Performance TV campaigns bring by comparing outcomes between groups exposed to your ads and those who were not. This reveals the incremental impact your advertising has on conversions and revenue, guiding better investment decisions and optimizing campaign performance.
How Incrementality is Measured
Here's a step-by-step overview of our methodology:
Creating Holdout Groups: MNTN automatically holds back ads from 10% of your targeted audience to form a control group. Both exposed and holdout groups come from the same intent-based audience pools, ensuring accurate and unbiased comparisons.
Audience Exposure: Your campaign serves ads to a targeted group (Exposed group).
Measuring Responses:
Exposed Group: Conversions and revenue generated from households that saw your ad.
Control Group: Conversions and revenue from households that didn't see your ad.
Scaling the Control Group: At month's end, we scale the holdout group's results to match the exposed group's size, ensuring a fair and accurate comparison.
Calculating Incremental Results: Control group results are subtracted from exposed group results to calculate incremental conversions and revenue.
Measuring Incremental Metrics: Your total ad spend is used to calculate incremental metrics, including incremental CPA and incremental ROAS.
Why MNTN Uses This Methodology
MNTN’s Incrementality methodology is built around three core principles:
Industry Standard Alignment: Matches methodologies used by other performance marketing channels for consistency across platforms.
Audience Consistency: Ensures holdout groups accurately reflect your targeted audience’s intent.
Minimized Performance Impact: Holding out just 10% of your audience minimizes the impact on overall performance.
💡Important Note: Your 10% holdout group households are excluded from your audience proactively. Your scaling factor will be based on the actual households reached against your audience throughout the month, so your scaling ratio can be lower than 10:1.
Eligibility Criteria
To access Incrementality Reporting, ensure you meet the following:
Campaign Type: Incrementality is measured exclusively for Prospecting campaigns.
Conversion Pixel: The MNTN conversion pixel must be placed and active on your site.
Incrementality Data Refresh
Incrementality data appears in your Reporting UI the month after launching eligible Prospecting campaigns. Incrementality data updates within the first 15 days of every month, reflecting the prior month's performance.
How to Read Your Incrementality Report
The Incrementality Dashboard is divided into three main sections: Exposed, Results, and Control. The report also provides comparisons and results between the Exposed and Control group for the following performance metrics: Households Reached, Incremental Conversions, Incremental Revenue, Incremental ROAS, Incremental CPA. Each section provides crucial insights to help you understand your campaign's performance clearly.
Step 1: Households Reached
Exposed (Left): Shows the total number of households that saw your ads.
Results (Middle): Confirms total households reached, along with how many were held out for control.
Control (Right): Displays the exact number of households held out (10% of your targeted audience).
Step 2: Conversions
Exposed: Actual conversions from households that saw your ads.
Results: Your incremental conversions (Exposed conversions minus Control conversions).
Control: Estimated conversions your campaign might have generated without ads, scaled up from actual holdout results.
Step 3: Revenue
Exposed: Actual revenue from conversions by households that saw your ads.
Results: Incremental revenue calculated by subtracting Control revenue from Exposed revenue.
Control: Estimated revenue your campaign might have earned without TV ads, scaled from actual holdout revenue.
Step 4: ROAS (Return on Ad Spend)
Exposed: The actual ROAS from your campaign spend.
Results: Your incremental ROAS, calculated by dividing Incremental Revenue by your ad spend.
Control: Estimated ROAS based on the scaled control revenue.
Step 5: CPA (Cost Per Acquisition)
Exposed: The actual CPA based on your campaign spend.
Results: Your incremental CPA, calculated by dividing your ad spend by incremental conversions.
Control: Estimated CPA based on scaled control conversions.
Each metric clearly shows how much additional value your Performance TV campaign is delivering compared to results you might have achieved without TV ads, allowing you to easily optimize your future campaign strategies.
Frequently Asked Questions (FAQ)
Q: How is my control group determined if I have multiple active campaigns?
A: Your control group is drawn from your total available targeted audience. For intent-based targeting (MNTN Matched), we directly match holdout and exposed groups by intent. Other audience types, such as CRM lists, use a proportional sample method.