# Incremental

> Incremental is the causal intelligence layer for commerce media. We replace ROAS with incremental ROI (iROI) as the optimization signal for retail media, using daily causal measurement to show which campaigns actually caused sales. Built for CPG brands and their agencies. Aligned to IAB and MRC guidelines, no PII, SKU-level data daily.

## Product
- [Solutions](https://www.incremental.com/solutions): measurement, optimization, forecasting, Commerce Graph
- [How It Works](https://www.incremental.com/how-it-works): ensemble causal inference with designed and synthetic experiments
- [Why Incremental](https://www.incremental.com/why-incremental)
- [iROI Calculator](https://www.incremental.com/iroi-calculator)
- [FAQs](https://www.incremental.com/faqs)

## Definitions
- [What Is Incrementality?](https://www.incremental.com/blog/post/what-is-incrementality)
- [What Is Causal Intelligence?](https://www.incremental.com/blog/what-is-causal-intelligence)
- [iROI vs ROAS vs MER](https://www.incremental.com/blog/l669quqyha7y1yesrx3tpok500grlh)
- [MMM and incrementality](https://www.incremental.com/blog/post/mmm-and-incrementality-why-you-need-both-for-retail-media)

## Research
- [Cross-retailer halo effect](https://www.incremental.com/blog/what-the-cross-retailer-halo-effect-reveals-about-siloed-attribution): 150,000 campaigns, siloed attribution misses 53% of ROI
- [Bayer with Skai](https://www.incremental.com/blog/post/bayer-drives-incremental-sales-growth-by-optimizing-for-iroi): 32% iROI improvement
- [Capability gap](https://www.incremental.com/blog/incrementality-capability-gap): 15% can measure it well
- [Agentic media buying](https://www.incremental.com/blog/when-the-ad-buyer-is-a-bot)

## More
- [Blog](https://www.incremental.com/blog)
- [Press](https://www.incremental.com/press)
- [Downloadables](https://www.incremental.com/downloadables): gated playbooks, whitepapers, survey research
- [Contact](https://www.incremental.com/contact)