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      "text": "Metrics that measure incremental impact from a campaign; i.e. impact that would not have happened but for the marketing intervention",
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      "text": "Discovery: Incremental reach/frequency, Cost/Incremental reach, Cost/incremental install. Interest: Incremental mentions, Incremental visits, Cost/incremental subscription. Engagement: Incremental revenue, Incremental ROAS, Incremental time spent per visit, Cost/incremental streamer",
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      "text": "Measurement approach: Define media mix based on incrementality; Deploy statistical, non-cookie dependent measurement solutions; Calibrate output of measurement solutions with Incremental lift tests; Calibrate touch-based attribution with incremental lift tests; Explore new age, 3rd party token-based, measurement solutions",
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      "text": "Source: BCG-Meta 'Measure to grow', Nov-21",
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