We keep seeing platforms that report back lift test results as “incremental”. This is not very useful.
The results of a lift test should come in the form of incremental ROI or incremental CPA. Just saying something is “incremental” isn’t actually meaningful. The value marketers need to know is the estimated incremental impact and the incremental cost of serving the ads.
If you aren’t sure how to calculate these numbers from your lift test results, you should reach out to your analytics or data science team for help (or your friendly Recast data scientist of course).