Why Incrementality Testing Isn’t Enough to Optimize Your Paid Media Budget – The Overlooked Metric via @sejournal, @tonyadam

Your lift study results were underwhelming. Should you drop the channel? Hold off until you understand how MER, incrementality, and attribution function together as a unified stack. The article Why Incrementality Testing Alone Won’t Fix Your Paid Media Budget – The Missing Metric was originally published on Search Engine Journal.

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