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Mike Murphy 8/10/26 Mike Murphy 8/10/26

The Incrementality Capability Gap: Why Knowing Isn't Doing

Marketers agree incrementality is retail media's north star. Only 15% can measure it well. The gap isn't methodology. It's operational.

Mike Murphy 7/27/26 Mike Murphy 7/27/26

Incremental Expands Pinterest Ads Integration

We’ve shipped an enhancement to our Pinterest Ads integration that makes measuring the omni-channel sales impact from this discovery platform easier.

Mike Murphy 7/14/26 Mike Murphy 7/14/26

Prime Day Recap Part 1: It May Have Been a Record Year, but CPG was Down.

By all accounts, Prime Day 2026 was the biggest on record across online retailers - but not every sector grew.

Mike Murphy 7/1/26 Mike Murphy 7/1/26

iROI vs. ROAS vs. MER: Which Number Should Run Your Budget?

ROAS, MER, and iROI answer three different questions. Two of them can't tell you where your next dollar should go. Here's the breakdown.

Mike Murphy 6/16/26 Mike Murphy 6/16/26

Which Retail Media Measurement Wave Are You Riding?

How you measure, what signals you trust, and whether those signals connect to real decisions determines how mature your measurement is. In other words, your measurement approach is a sign of your measurement maturity.

Mike Murphy 6/11/26 Mike Murphy 6/11/26

What the Cross-Retailer Halo Effect Reveals About Siloed Attribution

Incremental analyzed 150,000 retail media campaigns and found siloed attribution misses up to 53% of true ROI. Read the Cross-Retailer Halo Effect report.

Mike Murphy 6/4/26 Mike Murphy 6/4/26

What Is Causal Intelligence (And Why It Changes How You Think About Media)

Most measurement tools tell you what happened. Causal intelligence tells you why.

Mike Murphy 6/1/26 Mike Murphy 6/1/26

ROAS is No Longer Enough

Five questions retail media leaders need to move beyond ROAS and make smarter, more defensible budget decisions.

Mike Murphy 5/18/26 Mike Murphy 5/18/26

How to Prove Incremental ROAS: A Working Methodology

ROAS tells you what your ads touched. Here is a working, step-by-step methodology for proving what they actually caused.

Mike Murphy 5/4/26 Mike Murphy 5/4/26

Retail Media Measurement is the Starting Line, Not the Finish Line

Every brand wants to know if their retail media is working. But getting to that answer is just the start.

Mike Murphy 4/26/26 Mike Murphy 4/26/26

MMM and Incrementality: Why You Need Both for Retail Media

The MMM vs. incrementality debate has brands choosing between two tools that were never actually in conflict. Here's why you need both.

Mike Murphy 3/2/26 Mike Murphy 3/2/26

2026 commerce media predictions from the Incremental team

How we think the industry will change this year.

Mike Murphy 2/12/26 Mike Murphy 2/12/26

Incremental Expands TikTok Shop Integration‍

Mike Murphy 1/28/26 Mike Murphy 1/28/26

Is ROAS hurting your sales?

Research shows last-touch attribution was never a good metric.

Mike Murphy 10/27/25 Mike Murphy 10/27/25

Is retail media conquesting worth it?

ROAS masks the incrementality of conquesting strategies.

Mike Murphy 10/20/25 Mike Murphy 10/20/25

Can branded keyword campaigns deliver incremental sales?

For CPG brands advertising on retail media, the product matters more than the ad.

Mike Murphy 3/23/25 Mike Murphy 3/23/25

The incrementality information advantage

Information is advantage.

Mike Murphy 3/14/25 Mike Murphy 3/14/25

What Is Incrementality?

Incrementality measures what your ads actually caused — not just what happened after someone saw them. Here's why it's replacing ROAS in commerce media.