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Incrementality
Incrementality is the share of attributed conversions that would not have happened in the absence of the marketing activity. Platform-reported conversions overstate incrementality — branded search, app re-engagement, and remarketing especially. Geo-holdout tests and conversion lift studies measure true incremental impact.
Related terms
Other analytics terms.
Attribution
The process of assigning credit for a conversion across the marketing touchpoints that contributed to it.
MMM
Statistical method that estimates the incremental contribution of each marketing channel using aggregated data.
Bounce Rate
Share of sessions that view only one page before leaving the site.
GA4
Google's current analytics platform — event-based, cross-platform, with privacy-first defaults.
UTM Parameters
URL query parameters that pass campaign source, medium, and campaign name to analytics platforms.
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