The Incrementality Playbook
Stop measuring correlation. Start measuring causality. This playbook breaks down how to run incrementality tests that tell you what your CTV spend actually did.
Key findings
- Attribution lies: Post-view, last-touch models systematically overcount conversions that would have happened anyway.
- Three ways to measure: Geo-splits, PSA tests, and ghost bids each trade precision against cost and complexity.
- Ghost bids are the gold standard: Household-level holdouts with no control cost — campaign and measurement running simultaneously.
Summary
The Vibe.co Incrementality Playbook is a practical guide to measuring what your CTV campaigns actually caused. It covers why last-touch attribution fails, how to choose the right test methodology for your budget and constraints, and how to read results across lift %, iROAS, and iCPA. Built for performance marketers who want honest numbers — not inflated attribution windows.
What you'll learn
Learn how incrementality testing works, how ghost bids create a control group at no additional cost, and how to translate test results into concrete budget decisions.
Get the full report.
Download instantly - No signup required