Calculating Incrementality: Why ‘Persuadable’ Shoppers Matter

Consumers with high incremental lift

It’s no secret the goal of retargeting is to turn shoppers into buyers.

But what if those shoppers were going to come back to buy anyway, ads or no ads? Too often, marketers waste ad spend pursuing revenue that’s already in their pockets. Optimizing for incrementality allows marketers to reach shoppers whose decision to buy relies on seeing an ad.

These are the “persuadables.” They’re the shoppers who will generate net-new revenue for your brand.

So how do you find them?

Our new online incrementality calculator provides tips for determining which users have high incremental lift and also allows you to punch in revenue and budget numbers and see the potential net-new revenue your company could generate by optimizing ads for incrementality.

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