Your ROAS is lying to you.

Platform attribution is structurally broken.

When a customer clicks a retargeting ad and buys, your platform credits that ad. But the customer was already going to buy. The industry calls this the incrementality problem.

Independent lift studies consistently find that 30–40% of platform-attributed conversions are non-incremental: purchases that would have happened without the ad. You're not measuring performance. You're measuring waste.

Every campaign management tool on the market optimizes toward this number. That means they're optimizing efficiently toward the wrong signal.

Incrementality measurement. Continuously. At the campaign level.

1. We measure what actually caused conversions, not what correlated with them. Causal inference, applied to every campaign, on every platform.
2. We automate the experimental design: geo holdouts, product-level randomization, channel blackouts. Each experiment calibrates a statistical model for precision lift estimates, continuously, not periodically.
3. You see incremental conversions and cost-per-incremental-conversion with confidence intervals, not platform-reported ROAS. The number that actually reflects your business outcomes.
4. When the causal evidence supports a budget change, we surface the recommendation. You approve. We execute across Amazon, Google, TikTok, and Meta.

We are PhD economists and former business school faculty who spent careers inside the world's largest advertising platforms, building the measurement systems that estimate what advertising actually causes. We know how platform attribution gets made. We know why it's wrong. Incrementa exists to fix it.

Built for brands spending $10K+ monthly on paid advertising.

We're accepting a small number of beta users ahead of general availability in January 2027. Built for brands spending $10K+ monthly across two or more paid platforms.