Adjust Insight: Incrementality testing in practice | Adjust

Incrementality testing is essential for app marketers to understand whether budget changes produce net-new growth or merely redistribute existing demand.
Adjust's InSight tool, using machine learning and AI, isolates causal impact with 95% confidence intervals.
Benchmarks from US tests show that on iOS, statistically significant incremental lift occurs in about one third of cases for large platforms, while on Android, organic cannibalization appears in roughly a quarter of budget increases.
InSight translates these signals into actionable insights, helping teams decide where to scale or reallocate spend.
It complements attribution by validating causal contribution.