This chart compares confidence levels across measurement approaches.
Incrementality testing leads by a wide margin. Attribution remains widely used but less trusted. MMM (marketing mix modeling) trails in perceived reliability. Ultimately, confidence varies significantly by methodology.

Essential Statistics

• 90 percent of marketers prioritize incrementality testing.
• 61 percent prioritize attribution models.
• 42 percent prioritize marketing mix modeling.
• Incrementality leads by nearly 30 points over attribution.
• MMM adoption is significantly lower.
• Confidence gaps highlight measurement challenges.

Key Takeaways

• Incrementality testing is the most trusted method.
• Attribution still plays a major role.
• MMM is less widely prioritized.
• Confidence varies across measurement types.
• No single method provides a complete view.
• Combining approaches improves accuracy.

Actionable Insights

• Prioritize incrementality testing for high-spend channels. It provides the clearest view of true impact.
• Use attribution for optimization. It helps track touchpoints and improve conversion paths.
• Incorporate MMM for long-term planning. It reveals broader trends and external influences.
• Build a multi-layered measurement framework. Combining methods improves decision-making.
• Regularly validate your measurement models. Ensure accuracy over time.
• Align measurement with business outcomes. Focus on revenue impact, not just metrics.

If you want to know what actually drives revenue, you need to test for incrementality. Everything else is just correlation. – Neil Patel