Move beyond correlation: Measure the incremental impact of your acquisition campaigns

Incrementality for UA by AppsFlyer addresses modern marketing challenges by providing causal measurement alongside traditional attribution.
It automates geo-based lift experiments using Google's Time-Based Regression methodology to distinguish between conversions that would have happened organically versus those driven by ads.
The solution integrates directly into AppsFlyer's dashboard, showing lift and last-touch metrics side-by-side.
Early testing revealed that 18% of strong attribution campaigns showed no incremental lift, while 30% drove up to 10x more impact than attributed.
This helps marketers avoid overvaluing campaigns capturing existing demand and undervaluing hidden performers, enabling more confident budget allocation based on causal evidence.