This report compares FERMÀT’s performance to your non-FERMÀT campaigns and highlights opportunities to increase returns by shifting more ad spend to FERMÀT.
How to Access the Report
Go to the Analytics Tab in the left-hand navigation. Select the Incrementality Report option.
Steps to Use the Report
1. Select a Test
Choose a test from the list. The dashboard will update with metrics from that experiment.
2. Set a Date Range
3. Reading The Data
In-Unit Revenue Scenarios: This graph shows the revenue figures from the current split test in the middle. Compares this to revenue if all the Ad spent was towards Non-FERMÀT in the left and if all the Ad spent was towards FERMÀT in right.
In-Unit Purchases Scenarios: This graph shows the purchase number from the current split test in the middle. Compares this to purchases if all the Ad spent was towards Non-FERMÀT in the left and if all the Ad spent was towards FERMÀT right.
The Incrementality Report makes it easy to see how much more FERMÀT could contribute to your overall performance. It also shows where you might be missing opportunities by keeping ad spend in lower-performing campaigns.
Note: The incremental revenue is an estimate based on extrapolating the lift from the experiment to a brands overall ad spend on FERMÀT
For simplification, this dashboard is only focused on in-unit ROAS and CPA & it doesn't focus on 7dc.
Larger differences in conversion rates require fewer visitors to reach significance. You can confirm this with any stats calculator by entering each variant’s traffic (visitors) and conversions. A bigger conversion gap means you’ll need less data for a statistically valid result.