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 all advertisers who meet the following eligibility criteria:
Topic | ✅ | ❌ |
Marketing Objective Type | The advertiser can run both Prospecting and Retargeting campaign types, but incrementally will only run for the Prospecting Campaign objective types. | If the advertiser runs only retargeting campaigns, they will not qualify for incrementality reporting. |
Conversion Point | The advertiser must have the MNTN conversion pixel placed. | If the advertiser does not place an MNTN conversion pixel, they will not see data populate within their Incrementality report |
Audience Size | The Audience Size across your prospecting campaigns must be large enough to create a control group.
You can use the Available Reach tool to ensure your Total Available Reach is at least double the size of your Current Reach. | If your Total Available Reach is less than double your current reach across your prospecting campaigns, we will need a larger control audience to create a sample. |
💡 Note: The Incrementally Dashboard will not appear in your Reporting UI until the Incrementality Results are available for your first eligible month. Once you have received your first Incrementality report, the Incrementality Dashboard will remain in your account.
Key Incrementality Metrics to Prioritize
1️⃣ Incremental Conversions: The added last touch 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 last touch 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 last touch incremental revenue.
4️⃣ Incremental CPA: The cost per acquisition generated by your last touch 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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