In the video above, watch as Taylor Dunne, Senior Platform Experience Manager at MNTN, walks you through the key metrics in the report, MNTN’s incrementality measurement methodology, and where you can find additional guidance to help you boost performance.
The Importance of Measuring Incremental Outcomes
Marketers today want to understand exactly how their investment in each of their individual performance marketing channels contributes to the actual conversions and revenue they generate, as opposed to outcomes they would have generated anyway.
Unfortunately, most ad platforms don’t have access to data outside of their own activations. This leads to scenarios where outcome reports don’t align with actual sales or lead-gen data.
MNTN’s always-on incrementality reporting solves this problem by showing marketers the true impact of their CTV campaigns vs. results they would have produced anyway. Our transparent approach gives marketers trusted insights and agility with no additional costs or upfront planning. These insights enable more effective optimizations and investment decisions so marketers can maximize the value of their MNTN campaigns and advertise with confidence.
Incrementality Report Eligibility
The MNTN Incrementality Report will be made available for advertisers who meet the following criteria:
Topic | ✅ | ❌ |
Marketing Objective Type | The advertiser must only run Prospecting campaigns and/or CRM campaigns. | If the advertiser is running retargeting, then they will not qualify for incrementality reporting. |
Audience Composition | The advertiser's campaign must have at least one LiveRamp, other data providers, and/or CRM audience segment selected for targeting.
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Spend Requirements | The advertiser must be reaching MNTN's standard minimum spend requirements. | SMB advertisers will not qualify for incrementality reporting. |
Conversion Point | The advertiser must have the MNTN conversion pixel placed. | If the advertiser did not place a MNTN conversion pixel, they will not qualify for incrementality reporting. |
Campaign Launch Date | The advertiser's campaign is live on the first of a month and remains live for at least 30 days afterward (aka the full calendar month). |
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Key Incrementality Metrics to Prioritize
1️⃣ Incremental Conversions: The added conversions you earned with MNTN performance TV prospecting on top of the baseline conversions you would have earned without it.
2️⃣ Incremental Revenue: The added revenue you earned with MNTN performance TV prospecting compared to the baseline conversions you would have earned without it.
3️⃣ Incremental ROAS: The return on ad spend generated by your incremental revenue.
4️⃣ Incremental CPA: The cost per acquisition generated by your incremental conversions.
Incrementality Data Refresh
Your MNTN incrementality data will be updated within the first 15 days of every month to include the prior month’s incremental performance data.
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