Convertal

Incrementality Diagnostic

When a user was going to buy anyway, and your ad showed up at the last moment, the platform counts it as a win. Incrementality measures what would have happened without your ads — and the gap between that and your reported results is the number your marketing decisions should actually be based on.

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Convertal

Incrementality Diagnostic

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Are your ads actually driving growth — or just taking credit for it?

A quick note: this tool is a simplified, surface-level introduction to incrementality thinking. It doesn't account for the full complexity of a proper incrementality study — no holdout tests, no geo experiments, no time-series modelling.

This is meant to give you a directional sense of where your measurement might be falling short — and spark the right questions.

Are your ads actually driving growth — or just taking credit for it?

This is meant to give you a directional sense of where your measurement might be falling short — and spark the right questions.

Answer five questions about your setup

The diagnostic asks five questions about your attribution model, retargeting setup, branded keyword strategy, channel overlap, and how you validate campaign performance.

Get your incrementality risk score

Based on your answers, the tool estimates your incrementality risk level and what share of your reported revenue is likely genuine — versus what the platform would have claimed anyway.

Model the recovery potential

Use the uplift calculator to model what happens when your true incrementality rate improves — through better channel allocation, reduced retargeting waste, or removing branded spend that cannibalises organic.