incremental lift measurement playbook

It's possible that the ads you buy make no meaningful contribution to sales, and only claim credit for things that would have happened regardless of spending money on ads.

A quick review of how to piece together lift measurement by channel.

Display, especially programmatic display, is a crapshoot. Unless you are more sophisticated than the professional arbitrageurs and bot networks (you aren't), save your money.

Brand search is extortion; non-brand has limited utility and is ridiculously expensive.

Between Facebook and the 'Gram, you can basically reach every human with a wallet on the planet, on demand.

TV still works.

Use ads to upsell to current customers - this might be the best opportunity for large scale businesses to create incremental revenue with advertising.