It can find conversions efficiently, but it blends inventory and reports less detail by channel, and it tends to claim branded and retargeting conversions that would have happened anyway. Feed it clean conversion values, exclude or separate brand terms where possible, and validate it with incrementality tests.
Related terms
- IncrementalityIncrementality is the share of results that would not have happened without a marketing activity.
- Multi-touch attributionMulti-touch attribution assigns credit for a conversion across the several marketing touchpoints that preceded it.
Part of the growth marketing glossary by Shiva Sharma.