Marketing incrementality checklist
Use this checklist to decide whether paid, lifecycle, or brand activity created incremental outcomes instead of harvesting users who would have converted anyway.
Design options
Compare user holdouts, geo experiments, time-based lifts, and matched market designs based on channel constraints.
Data checks
Validate spend timing, attribution windows, conversion lag, and campaign overlap before estimating lift.
Decision outputs
Report incremental conversions, marginal CAC, confidence, and the spend level where the effect stops paying back.
- Avoid last-click-only conclusions for budget decisions.
- Track cannibalization between campaigns.
- Keep a pre-period baseline for each market or cohort.