At Recast we're on a mission to rid the world of wasted advertising spend. No one method or tool is going to get us there, so as well as our own content, we're sharing the best of what we've read on marketing measurement this week.

A lot of people ask me how automated campaigns like PMax and Advantage+ are doing in terms of performance, and whether they’re likely to be incremental.

The results we’ve seen are by no means conclusive, but I have seen outsized results as measured by the platform. Unfortunately those results don’t always translate to incremental uplift, partly because these automated campaigns are great at optimization.

They seek the cheapest conversions, which usually come from brand or retargeting people who are already likely to buy. The problem is that the system can’t estimate incrementality: i.e. how many of those people would have bought anyway had they not seen the ad. This is a common bias that it’s important that marketers correct for by using independent measurement like MMMs.

We try to read everything out there that's relevant to marketing measurement, and this is the best of what we've read recently.

If you read something great this week, or want to share your own content, submit here.

This is the best of what you might have missed, anything previously posted that is still relevant today.

Just for fun...