At a glance: Run an incrementality experiment to perform lift analysis of remarketing (retargeting) campaigns.
Related reading | Incrementality guide
Incrementality experiment checklist
Use this checklist to help set up your experiment.
Define test objectives
Formulate your hypothesis, and decide what you want to measure.
Split an audience into test and control groups
During an experiment, don't make any changes to the audience configuration. Changes to partners, audience name, or other settings will invalidate the statistical analysis.
Launch the test
In the Ad network:
The test group sent to the ad network is exposed to ads. The control group is not exposed to ads.
Analyze the test results
The test results show the incremental value of each group.
Act on the test results
Based on the findings,
Form a hypothesis
An incrementality experiment needs a hypothesis. Use these variables as a guide.
|Variables||Details and best practices|
|Hypothesis||Base it on the information in this table|
|Audience||Describe the audience|
Use an audience of at least 30,000 users and split them between 1-3 ad networks.
Best practice: Find a large user base and a campaign with high conversion rates. A significant statistical base will contribute to the success of the experiment.
|Campaign||Describe the campaign|
|Control group %||Best practice: 15% or more|
Best practice: Use 1-3 networks
Test groups are allocated as a percentage. Decide which ad networks get the test groups.
|Hypothesis||The rate of test group users—who engage with the remarketing campaign and make a purchase—will be significantly higher than users in the control group.|
|Audience||Users who completed registration, but didn't make a purchase.|
|Campaign||Campaign that provides a discount voucher to users who make a purchase during a specified period.|
|Control group %||15%|
|Test group||Send test group to Network A and Network B.|
Add an audience and launch the experiment
It is recommended to let an experiment run for at least 60 days; this allows for ongoing user conversions such as in-app events and revenue.
1. Define the audience
Follow these steps and the incrementality tool will begin to record measurements.
- Go to Audiences, add an audience.
- In the Audiences connect tab:
- Connect the audience to 1-3 ad network partners.
- Enable Split audience.
- Set the size of the control group. Recommended: 15% or more.
2. Configure campaigns in ad networks
- On the day the audience is split, configure the campaign in the ad network.
- Note! Direct the campaign to target users uploaded by AppsFlyer Audiences; don't include users from any other source.
3. Use the Incrementality dashboard
Review results in the Incrementality dashboard (updated daily)