In today’s omnichannel marketing landscape, standard ad metrics like impressions, clicks, and even visits don’t tell the full story.
How many of those visits would have happened anyway?
This question is at the core of incrementality—a measurement approach that isolates the additional visits directly driven by an advertising campaign. Without this level of clarity, brands risk making decisions based on misleading or inflated data, leading to inefficient ad spend and missed optimization opportunities.
Cuebiq’s incrementality measurement methodology ensures brands gain a precise, unbiased view of how their campaigns influence consumer behavior in the real world. Through advanced control group modeling and cross-channel attribution, Cuebiq delivers a precise framework for assessing advertising effectiveness. This allows brands to measure the true impact of their campaigns and make informed, real-time adjustments that drive meaningful results.
Why Incrementality Matters for Campaign Measurement
Many advertisers struggle with determining whether an ad exposure actually influenced consumer behavior or if a visit would have occurred regardless. Traditional attribution models often overstate the effect of a campaign, leading to inefficient budget allocation and missed opportunities for optimization.
Cuebiq’s incrementality measurement solves this problem by:
- Isolating true behavioral change: Differentiating visits caused by the campaign from visits that would have happened anyway.
- Eliminating bias: Cuebiq ensures accurate measurement by comparing ad-exposed consumers to a control group with similar real-world movement behaviors but no ad exposure.
- Providing cross-channel visibility: Cuebiq helps brands understand their TV, OTT, digital, and social media impact in a unified platform.
With precise campaign measurement, brands can fine-tune their media mix and optimize creative messaging to maximize return on ad spend (ROAS) and reach new audiences.
How Cuebiq Measures Incrementality
Step 1: Create a Dynamic Control Group
Cuebiq establishes a control group of users who are similar to the exposed group in terms of mobility patterns, visit frequency, and geographic characteristics. Unlike traditional demographic-based control groups, Cuebiq’s methodology ensures that comparisons are made between consumers with identical behavioral traits to reduce noise and bias.
Example: If a campaign targets frequent coffee shop visitors in New York, Cuebiq will create a control group of similar coffee shop visitors who were not exposed to the ad—not just random consumers in New York.
Step 2: Tracking Visits and Engagement
Using first-party, privacy-safe location data, Cuebiq tracks actual store visits and engagement post-exposure, enabling brands to understand:
- Who visited a location due to an ad
- How frequently they returned
- How long they stayed (dwell time)
- How different channels (TV, OTT, social, DOOH) influenced a visit
Step 3: Calculating Incremental Lift
Once visits are measured, Cuebiq calculates incremental lift by comparing the visit rate between the exposed group and the control group:
- Exposed group: Consumers who saw the ad
- Control group: Similar consumers who did not see the ad
Example: If the exposed group had a visit rate of 25% and the control group had a visit rate of 10%, Cuebiq would report a 150% incremental uplift, meaning ad exposure made a consumer 2.5X more likely to visit.
Cross-Channel Attribution: Understanding Campaign Effectiveness Everywhere
Most marketers measure digital campaign performance in silos, making it difficult to understand which channels drive the most impact. Cuebiq solves this with cross-channel measurement that tracks consumer behavior across digital, TV, OTT, social, and out-of-home (OOH) campaigns.
By aggregating device exposure data, Cuebiq provides a clear, holistic view of how media efforts influence real-world visits and engagement.
- TV & OTT: Measure if ad exposure led to an in-store visit
- Digital & Social: Identify which online ads resulted in offline conversions
- Out-of-Home (OOH) & Audio: Connect billboard or streaming ad impressions to store visits
This level of granularity allows marketers to refine their omnichannel strategies, ensuring ad spend is optimized toward the channels that actually drive foot traffic and sales.
Why Brands Trust Cuebiq for True Impact Measurement
- Media-Agnostic: Cuebiq doesn’t sell media, ensuring unbiased measurement.
- First-Party Data: High-quality, privacy-compliant data ensures accurate results.
- Real-Time Insights: Incrementality and uplift metrics are available as campaigns run, allowing for in-flight optimizations.
- Proven Methodology: Used by top brands across retail, CPG, QSR, automotive, and gaming industries.
Cuebiq provides brands with the insights they need to move beyond basic metrics, ensuring they can accurately measure, refine, and enhance campaign performance with confidence.
Ready to see the true impact of your advertising efforts?
Contact us today to learn how Cuebiq’s measurement solutions can drive smarter marketing decisions.
