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Chapters · Advanced
  1. Start here: what Advanced covers and who it's for
  2. Meta CAPI server-side events (paid)
  3. LINE LIFF 歸因串接 (paid)
  4. Ad review: common rejection reasons and compliant copy (paid)
  5. Leak map: how much is lost at each step from impression to payment (paid)
  6. Account structure and scaling (paid)
  7. A creative testing system (paid)
  8. E-commerce campaigns: catalogs, dynamic retargeting and value bidding (paid)
  9. E-commerce economics: order value, bundles and repeat purchase (paid)
  10. Peak seasons: before, during and after (paid)
  11. Incrementality: how much the ads really added (paid)
  12. When results drop: a diagnosis sequence and the weekly report (paid)

Advanced · Chapter 10 · Last updated 2026-10-01

Incrementality: how much the ads really added

Not every purchase in the report was added by the ads. Use your own back office to measure what you'd lose without ads, then correct your cost ceilings with it.

In this chapter

  • Telling attribution apart from incrementality, and why numbers that reconcile don't mean the ads really brought in that much
  • Using MER and blended CAC to look at the whole business, and using the marginal ratio before and after a budget increase as the cheapest incrementality readout
  • Three ways to measure incrementality (on/off tests, geo holdout tests and Meta Conversion Lift tests), with the requirements and the traps of each
  • Designing and reading a two-week geo holdout test, including the practical limits you run into when you split regions in Taiwan
  • Converting the incrementality factor you measure back into the cost ceilings from Intermediate Chapter 5, and deciding what to cut first
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Terms in this chapter: CAC, MER, Incrementality, Attribution