FERMÀT’s Incrementality Report helps you compare FERMÀT performance against non-FERMÀT campaigns to uncover how much value FERMÀT is adding. From ROAS lift to missed revenue opportunities, it’s a powerful tool to evaluate your channel strategy and optimize ad spend.
Where to find it
Go to Analytics > Analytics – Incrementality in the left-hand navigation panel.
What’s in this guide:
Why the Incrementality Report matters
This report gives you a clear way to measure the additional value FERMÀT is driving—compared to your baseline performance without it. It helps you:
Estimate revenue and purchase lift
Understand return on ad spend (ROAS) and cost efficiency (CPA)
Quantify unrealized gains from under-utilizing FERMÀT
Make smarter decisions on where to shift spend
Use it to support internal reporting, reallocate budget, or validate FERMÀT’s impact on performance.
Step 1: Choose an Incrementality Test
Start by selecting an experiment from the test list. The table includes:
Start/end dates
Status (active or complete)
Total traffic
CVR and ROAS comparison
Whether the results are statistically significant
Once selected, the dashboard updates to show lift metrics for that test.
Step 2: Review lift in ROAS and CPA
At the top of the dashboard, you’ll see visual comparisons of:
FERMÀT In-Unit ROAS Lift
FERMÀT In-Unit CPA Lift
These bars compare performance on FERMÀT versus your external destination and highlight percentage lift (or drop).
Step 3: Set a date range for ad spend
Use the Spend Date Range filter to define the period you want to calculate incremental impact for. You’ll see:
Total FERMÀT spend
Total non-FERMÀT spend
The tool uses this data along with lift percentages to estimate unrealized revenue and purchases.
Step 4: View estimated impact
The lower portion of the dashboard shows:
Incremental In-Unit Revenue from FERMÀT
Unrealized In-Unit Revenue from not using FERMÀT
Incremental In-Unit Purchases
Unrealized Purchases
Scenario models based on different spend allocations
These views help you understand how much more value you could gain by shifting more budget to FERMÀT funnels.
A few notes about the data
Lift is calculated using results from the selected incrementality test.
Scenarios are estimates based on extrapolating that lift to broader ad spend.
This dashboard focuses only on in-unit performance (not full session or delayed conversion data).
Statistical significance improves with more volume and bigger gaps in performance.