Tool / Incrementality
Stop paying ad platforms for organic sales.
Platform-reported ROAS counts sales that would have happened anyway. Strip the organic credit out and you get the two numbers that actually decide budget: true incremental CAC and true incremental ROAS.
Calculator
Incrementality calculator
Enter your platform-reported numbers to see what the spend is actually generating.
Platform ReportedTrue Business Impact
Customer Acquisition Cost
$50.00
Platform CAC
$66.67
True iCAC
Return on Ad Spend
4.00x
Platform ROAS
3.00x
True iROAS
Benchmarks
Incrementality benchmark matrix
Baseline incrementality by channel and business type, as a percentage. These are the starting assumptions I use before a holdout test gives better ones.
| Channel | Startup DTC | Established Retail | High-Ticket DTC | SMB SaaS | Marketplace |
|---|---|---|---|---|---|
| Meta Prospecting | 85% | 60% | 80% | 65% | 70% |
| Non-Brand SEM | 70% | 55% | 65% | 80% | 60% |
| Meta Retargeting | 50% | 20% | 65% | 40% | 15% |
| Brand SEM | 40% | 5% | 20% | 15% | 10% |
Incrementality
Very low, under 30%
Low, 30-49%
Medium, 50-69%
High, 70%+