La atribución tradicional distorsiona el impacto publicitario y debe sustituirse por mediciones de incrementalidad global

and if you're looking at everything in a click-based world sorry you're living back in incrementality business metrics diving deeper because it's super easy to look at last click it's super easy to look at the click but that's not going to drive your business you're just going to stagnate and I've seen it hundreds of Discovery calls it's like they can't seem to grow and it's like you have to sort of Break Free of your previous habits and stop defaulting back to metrics that we used four or five years

How to Use TikTok Ads The Right Way to Grow Your Business | Perpetual Traffic EP 627 · 2024 · comprobar

from me so I ultimately had to do was understand if I spend more here does that lift my performance and so ultimately the way that I enacted this at a deeper level is if I'm willing to accept my attribution model is a one day Clip there's going to be overlap sure the likelihood of somebody clicking on a Facebook ad hitting a search ad opening up an SMS and an email and clicking on all of them fairly low in one day in a week that could happen across the board right so I just accept each Channel as their own version of Truth and try to make each Channel more efficient on that one day click…

Facebook Ads Secrets with Charles Tichenor · 2022 · comprobar

telling us to move past ROAS and start focusing on what really matters, incrementality. and attributed revenue for their sales. Folks that rely on ROAS, cost caps, bid caps. They ignore the incrementality of their efforts. They're just missing the majority of the good data. And the Now when it comes to incrementality, incrementality asks a very important question. What actually changed in your business because of this ad? Not who clicked, not who got credit, a ton of new ads all the time, which is even dumber because all of those new ads are being launched at the bottom of the funnel. So…

Meta just told us how to get better Facebook Ad results... · 2025 · comprobar

you're really going to do conversion lift studies, which is geo holdouts, just straight up, just segmenting the universe. And it's great to see what is the difference or delta of the results that you get from people who saw your ads compared to how many people saw your ads versus didn't. And that really just helps you understand how impactful your ads are. The key here is to track business outcomes, not pixel events. And I've been telling this people for a long time, attribution isn't about credit. Attribution is how you teach the machine what to bring you more of. That's somebody who buys…

Meta just told us how to get better Facebook Ad results... · 2025 · comprobar

talking about you're missing one quarter of their revenue yeah it's like you can't just fuck off 75 grand in seven day period right that's egregious i mean it's a difference between probably a 30k loss and a 30k gain in contribution margin right yeah i mean it's huge and depending upon which attribution model you're going to be overshot or undershot but then you're making expensive decisions off of it so and cacmer net sales contribution margin compare that to your spend don't look at attribution especially from a third-party platform that's missing to the one-third of the data now this has…

3 Mind-Boggling Ways Triple Whale Is Screwing Your Business · 2025 · comprobar

if you don't know what happens to your bottom line because a certain ad got more spend then you have no idea how that ad actually impacted your business which means you don't know if it's a this ad got more spent it made my campaign look worse in my business still got better that happens all the time because while it looks worse on Facebook it's creating incremental lift to all of the other channels which are way more profitable than Facebook could ever be and we don't really care about attribution because that is bad as real as a unicorn this ad earns spend our business got better when this…

Building a Million Dollar 3:2:2 Ad for Hexclad from Scratch Masterclass: Facebook Ads Course 2023 · 2023 · comprobar

un modelo de atribución que sabemos que no es tus ganancias porque cierto anuncio recibió más gasto, entonces no tienes idea de cómo ese anuncio realmente impactó tu negocio, este anuncio recibió más gasto, hizo que mi campaña se viera peor y mi negocio aún mejoró, eso sucede todo el porque, si bien se ve peor en Facebook, está creando un aumento incremental en todos los demás canales que son mucho más rentables de lo que Facebook podría ser jamás, y realmente no nos importa la atribución porque eso es tan real como un unicornio. Este anuncio El gasto ganado nuestro negocio mejoró cuando esta…

Mastering Facebook Ads: The 3-2-2 Ad Method for Unmatched Scaling · 2024 · comprobar

And it just comes down to, I think, for the search marketers that are going to be successful in the future are going to be ones that are going to start to really look at and be able to not only see how YouTube works, but articulate it to the client. And I think that's going to be the big challenge of really articulating the benefits through because you can't just go, hey, look, you spent $10,000 and you got $30,000 back. You don't sometimes get that in game with YouTube. And I think it's such an interesting way to think about it and really hits home with – because you're such a…

From Views to Sales: Winning with YouTube Ads · 2025 · comprobar

Beyond because we know look platform attribution is one thing platform experimentation is another thing that's so then you next step is then run an incremental test to understand with your Roy is your business also growing and then from there create a multiple and then use that to again calibrate your your attribution um test learn

How to Use TikTok Ads The Right Way to Grow Your Business Part 2 | Perpetual Traffic EP 629 · 2024 · comprobar

but you have to test right like you have know you got to test all these different areas and see like where you're getting business owner it's kind of scary to listen to people that all are telling you you're making money and then everything is what we're doing so you also truth in that which it's how you do it right it's how much you invest per Channel how you measure that channel how business owner somehow some way you have to develop a methodology when you hear you have to have some way to measure that impact to think about is tricky because oftentimes it's a bunch of things working…

Why Marketers Need to Play the Long Game · 2023 · comprobar

So then also the intention sets the measurement period. And this is important that when you're launching these campaigns, you communicate the measurement period right up front based on what they're trying to accomplish. we have agreements. If we're not looking at a specific measurement period, that's fair. Like Facebook has that 28 day attribution window. Attentive. Look, your default is 28 days for an SMS. That should be two hours, two days. But if you don't have the type of, I argue two to four hours, I'll give you two days max for SMS attribution, but attentive default is 28. And the only…

The Muddled Attribution Puzzle Solved: Scott Desgrosseilliers’ 5 Forces · 2025 · comprobar

global task of decreasing enac and increasing my at scale is It's always important to check each individual channel for in terms of contribution rather than attribution and then test it by making big bold changes so guess otherwise it just gets lost in the EV and flow of heartbeat that is you know always lost in in the shadows I guess I would say your small changes so you have to be big you have to be bold you have to make really dangerous decisions quickly and then measure fast and and

The #1 Secret to Spending Less and Making More on Amazon | Perpetual Traffic EP 665 · 2025 · comprobar

know what I'm talking about it's like a DD reports like of every of your channel and you really see like what's going on what's up what's not working what's it's like stop trusting all the dashboard of every ad platform or every CRF because they're all taking credits for each other and you don't really know what's working or not working but the strong duck you can see that you know yeah and you don't need like a complicated attribution install uh software to do it so that's the crazy scrum Doc and also like the ecosystem row as of taking that yeah across your

Daath & Dose Juice: A Facebook Ads MBA Program Success Story · 2022 · comprobar

So, typically what happens when you're a marketer and you're wanting to understand your performance, you are looking at each of the channels and their performance in isolation. And when you try to look at the collective performance, your head starts to spin. Because what you see is that there's inflated outcomes that the collection of all those comes to you. So, what we do is we look at UTM performance across multiple channels. And we give you different attribution models. And we give you T-dupe data for you to be able to see, oh, which channels are having what contribution to what kind of…

5 Secrets of AdRoll's CTV Breakthrough REVEALED With Vibhor Kapoor · 2025 · comprobar

Incrementality basically answers the question, what sales happened because of the ad and only because of the ad. Now, if you're serious about performance, you have to stop asking yourself what ad gets credit for the sale and you have to start asking yourself why did this sale happen? That is incrementality. That's to John. Pedro saw your ad but was going to buy anyway. John, on the other hand, saw your ad and only bought because he Pedro. If you optimize for clicks and views and rows, you'll end up spending millions to show ads to Pedro. And that feels real good in the metrics and it's…

Media Buying Course: The NEW Way to Scale Facebook Ads in 2026 · 2025 · comprobar

I think one of the most important things a business should be doing is tracking the results, tracking their success as a business outside of the individual platforms. Each platform is going to prioritize themselves, essentially, for what they're reporting. And to really understand holistically where your business sits and how different platforms influence the outcome, that's where you can start to learn where you have that room for growth in your business. but it's what do they do together? how does adjusting spend on both of those create an output for your business? And then when I'm…

Why Most Business Owners FAIL at Paid Search [w Lauren Oakes] · 2025 · comprobar

that measuring the efficacy of any marketing effort has to be understanding what is the impact on everything and that treating to just to do lift analysis hold out tests you know corollary reporting and truly understand stuff and it was

Alex P & Charley T: How to Grow Your Business · 2023 · comprobar

on the platform and using lift Solutions like incremental tests um enables you to look at overall I mean look purchases rather than uh just an arbitrary uh credit attribution helps you understand the contribution of the different touch points whereas incrementality will help you understand through experimentation the overall impact of your marketing efforts on bottom line in sales right I mean at the end of it and and you have to use both hand inand you can't just use one or the other um and that that is

How to Use TikTok Ads The Right Way to Grow Your Business Part 2 | Perpetual Traffic EP 629 · 2024 · comprobar

remember the incremental attribution option is showing ads to people who would not have otherwise made a purchase. It is new customer incrementality is growing the business and that sale might not happen on If you're going to adopt incremental attribution, you also have to accept that looking at the results on the platform has never been accurate. It has always been a liability and the path for you to stay relevant is to accept that So if you begin to optimize for incremental results, you're going to get more net new customers in your business.

Meta Performance Summit: MASSIVELEAK · 2025 · comprobar

It's not like I was in a conversation with somebody earlier today and they said, well, when we're looking at seven-day click, one-day view, look at all these view-through conversions. We've got to get rid of view-through. We're going to optimize just for click. And somebody else said, oh, yeah, that makes total sense. When we did it, our meta performance improved dramatically. Our Facebook ads got better and better and better. And I asked them, well, what happened to the business? They said, well, the client ultimately didn't really work out and their business kind of shrunk away. Yeah…

How to MAXIMIZE your Facebook Ads in Q4 · 2024 · comprobar

what that's doing to the bottom line of your business on any given day no so do you know if that ad is actually good for your business really you're just saying does a very small set of data based on an attribution model that we know isn't legitimate does that make this platform look good if you don't know what happens to your bottom line because a certain ad got more spend then you have no idea how that ad actually impacted your business which means you don't know if it's a this ad got more spent it made my campaign look worse in my business still got better that happens all the time because…

Building a Million Dollar 3:2:2 Ad for Hexclad from Scratch Masterclass: Facebook Ads Course 2023 · 2023 · comprobar

happens is we know that in in like all the plethora of of advertising Effectiveness research we know that clicks by themselves you know they have a function but they're not necessarily the most accurate predictors of long-term sales and how do you kind of growing effectively manage to go beyond the click and understand how to how to how to look at attribution incrementality and then running test and learns to grow there because by the time

How to Use TikTok Ads The Right Way to Grow Your Business | Perpetual Traffic EP 627 · 2024 · comprobar

crio and what I did was I L I built out this dock that I still used to called the ecosystem Raz Dock and it was literally sit there to measure incremental lift like at a glance in a agency we're going to have all of our agencies you have all of your inhouse teams whatever we're all going to put our performance into a dock and we're going to see like when we invest more in one place what happens like let's get better our Investment Portfolio yeah and

Jesse DeBear's Insider Secrets to Scaling Your Ad Agency FAST! · 2024 · comprobar

ecosystem raz.com is again where now in January spend anything on connected TV the first two weeks to see if we take this channel away how is it impacting it saw a slow dip so not enough to say not to do it but now we're like like all right in the last 10 days of January we're going to spend all the connected TV budgets see if we get that lift all right and then we're going to make our

Facebook Ads Tips and Strategies w/ Alex: Facebook Ads MBA Program Alumni · 2024 · comprobar

The honest truth is I don't excel or raw data and chat QPT. I really don't think anybody needs analytics tools to be completely honest. Also, I think North Beam is another one where they're trying to answer a question that is unanswerable. So like if the business model is trying to assign credit to an ad, they fundamentally misunderstand how things work. And if you fundamentally misunderstand the problem and then you're trying to build a solution to solve that problem, the highest value you have at best if you do everything right is something that's completely worthless. Triple Oil I think is…

3 Tips to MAXIMIZE your PROFITS · 2024 · comprobar

not. So there is an alternative possibility, which is super, you know, it is possible, which is that the agency that's doing this for you has no idea what they're doing, and you're just getting a lot of referral traffic from people who bought stuff from you in the past, and you're actually just functionally blowing money out the back end and not really getting many more sales. Yeah. I would, like if I wanted to get if I were if I wanted to be a ballsy ballsier person, I would consider looking at shutting off all the ads and seeing how sales change. I mean, yeah, that's the only way to find…

Building a $1,000,000 Business for a Stranger in 26 Minutes · 2026 · comprobar