Incrementality Report

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Overview

The Incrementality Report is where Provalytics turns measurement into a clear business question:

Which channels and campaigns are actually changing the outcome?

This report helps you separate:

• demand that marketing created
• demand that marketing captured
• outcomes that likely would have happened anyway

That distinction matters because many reporting systems over-credit the channels closest to the conversion while under-crediting the channels that created the demand in the first place.

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What you can do

In the Incrementality Report, you can:

• Review incremental contribution by channel
• Drill into campaigns
• Filter by date range
• Compare contribution and efficiency
• Export results for analysis or reconciliation

The report is designed to help teams move past platform-claimed results and toward a cross-channel view of what actually drove business outcomes.

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What the report looks like in practice

The core view is a ranked channel table that puts contribution, share, cost, and efficiency side by side. That makes it easy to see:

• which channels are driving the most incremental volume
• which channels are consuming the most budget
• where efficiency is strong or weak
• whether contribution share and spend share are aligned

The lower cards then keep two additional questions visible:

• is the model validation strong enough to trust the output?
• is there an immediate optimization action available from recommendations?

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How to interpret it

Incremental contribution is not the same as platform attribution. Platform attribution answers:

What did the platform claim credit for?

Incrementality answers:

What did this marketing activity actually add?

That is why the report is especially useful when:

• upper-funnel channels look weak in click-based reporting
• search appears stronger than expected
• direct traffic or branded search seem to absorb demand created elsewhere
• leadership wants a view grounded in business impact rather than platform logic

When reviewing results, look at:

• Incremental contribution
• Spend
• ROAS or CPA
• Channel share
• Trends over time
• Halo effects where available

In the table view specifically, start with:

• the top contributing channels
• the channels with the largest spend
• the biggest efficiency outliers

That usually tells you where the next deeper question lives.

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A practical reading rule

Do not read contribution in isolation. A channel can:

• contribute a large share of incremental impact with moderate efficiency
• look efficient but remain too small to matter at the business level
• appear weak on direct conversion while still creating meaningful downstream demand

The report is most powerful when you read contribution, efficiency, trend, and halo together.

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Why this report changes budget conversations

Without incrementality, teams often optimize toward the channels that are easiest to report. That tends to favor:

• demand capture
• short-path conversions
• platform-reported success stories

The Incrementality Report helps correct for that by giving teams a way to defend channels that create demand, not just harvest it. That is especially useful in conversations with:

• finance
• leadership
• clients
• planning teams deciding where the next budget move should go

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Exporting data

Exports are designed to align with the same reporting data shown in the dashboard when the latest reporting load is available. Use exports when you need to reconcile results, build your own analysis, or share data with another team.