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adikteev's incrementality playbook

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a guide to incrementality's evolution

Marketing measurement has evolved. The old dashboards and attribution models no longer tell the full story. Today, driving profitable growth means understanding true incrementality. In other words, what moves the needle. More importantly, the power lies in translating that insight into actionable strategies.

That’s why we created an Incrementality Playbook for 2026. This is a playbook for senior marketers and growth teams who want to master rigorous experimentation, scale smarter, and confidently allocate budgets in a privacy-first world. Here’s a sneak peek at what you’ll find inside.

 

Why Incrementality

Needs an Upgrade
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Even experienced marketers often misapply incrementality. From overvaluing raw lift numbers to ignoring audience segmentation, the “big number trap” can lead to wasted spend and missed opportunities.

In the guide, we break down why traditional attribution is failing, the rise of experimentation as a measurement backbone, and what industry data reveals about the gaps in current practices. You’ll also see how top experts think differently about lift, significance, and bias.

design experiments

that actually work 

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Building rigorous tests is harder than it looks. Noise, inconsistent exposure, and overlapping channels can all distort results. Luckily there’s a framework you can follow for success.

The guide walks you through a 6-stage execution framework for running and validating tests that covers:

  • The four classic biases that quietly break experiments
  • Choosing the right methodology, from ITT to PSA and Ghost Ads
  • Constructing homogeneous, stable audiences that deliver reliable insights

By following these principles, your team can reduce noise and extract lift that truly reflects performance.

 

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INTERPRET LIFT LIKE A PRO

Not all lift is created equal. Negative or neutral results aren’t failures. In reality, they’re signals.

The guide shows how to:

  • Identify non-incremental strategies

  • Understand scale elasticity and diminishing returns

  • Separate signal from noise with proper statistical rigor

  • Translate findings into insights executives actually understand

 

TURN INSIGHTS INTO REVENUE

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Incrementality is powerful, but only when paired with action. That’s where Adjusted ROAS comes in. The guide provides a step-by-step framework to turn lift into smarter budgets using adjusted ROAS. This methodology lets you:

  • Factor in organic return probabilities

  • Calibrate retargeting expectations for lapsed vs. active users

  • Convert lift into realistic profitability thresholds



scale incrementality

across your organization

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Even with perfect measurement, adoption can stall. In the guide, we tackle the top 5 organizational barriers from speed pressure to technical constraints. Better yet, we show how high-performing teams overcome them.

You’ll also learn: 

  • Which teams should own incrementality
  • How to build documentation, templates, and internal norms
  • How experimentation can become a repeatable operating system for growth

Incrementality is an operating system for profitable growth. Paired with Adjusted ROAS, it gives marketers both truth and action: a way to future-proof measurement in an increasingly complex landscape.

Ready to evolve your measurement game? Download the full guide today and start turning incremental insights into measurable growth.

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What we’ll cover: 


Adikteev-ok  Key differences between mobile UA and retargeting ad creatives

Adikteev-ok  Similarities and differences in ad creative testing strategies for UA vs retargeting campaigns

Adikteev-ok  Best practices in segmenting, targeting and creative messaging to existing users to keep them engaged and spending in your app

Adikteev-ok  Evaluating the effectiveness of creative in the new privacy landscape

Featured speakers:

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Peggy Anne Salz
Content Marketing Strategist
Peggy Anne Salz is recognized as one of the leading experts shaping the mobile world. As a writer, analyst, consultant, in-demand online talent and founder of MobileGroove — a top 50 ranked destination providing strategic content marketing to the global mobile industry and mentoring and consulting to tech start-ups — Peggy produces webinars, podcasts, and video shows to educate marketers on the latest mobile and app trends, customer engagement and experience, and how brands and businesses can grow sustainably through values-driven marketing.
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Cameron Thom
Head of New Business Lines
Cameron is Adikteev’s Chief Revenue Officer for New Business Lines. He joined Adikteev 5 years ago as Director of Sales for SaaS Products. Before Adikteev, he had worked as an Account Executive for Liftoff. Based in San Francisco, he leads all revenue efforts for Adikteev’s suite of mobile marketing tools including Churn Prediction, Cross Promotion, and User Acquisition intelligence tools.
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Arnaud Capitaine
Lead Data Scientist
As the lead data scientist at Adikteev, Arnaud is responsible for developing and enhancing our churn model, improving our existing conversion rate model, and designing new approaches to real-time bidding (RTB) strategies. With a strong background in statistical analysis and machine learning techniques, he keeps the Adikteev machine running by delivering actionable recommendations and driving data science innovation.

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