INCRMNTAL is an incrementality measurement platform that measures true incremental impact, not just attributed conversions. It provides continuous, real-time performance signals and helps marketers decide what to scale, reduce, or stop.

Always-On Incrementality Measurement

Q: What makes INCRMNTAL different from other measurement solutions?

INCRMNTAL provides always-on incrementality signals with continuous, real-time performance signals. It works across online and offline channels with no need for structured experiments or campaign interruption.

Drive scalable growth with always-on incrementality signals

Smartly and INCRMNTAL help you understand what’s actually driving results, and take action while campaigns are still running.

The Problem

Teams struggle to drive impact

Teams have more data than ever, but it’s fragmented, conflicting, and hard to turn into action. As a result, decisions are still made without a clear understanding of what actually drives growth.

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The Smartly Solution

Optimize campaigns as signals emerge

INCRMNTAL delivers continuous incrementality signals on what’s moving the needle, so you can adjust spend, optimize campaigns, and act while results are still unfolding.

Why This Changes Measurement

Real-time signals

See what’s working as it happens, with continuous insights you can act on immediately, not weeks later.

Cross-channel visibility

Understand impact across your entire media mix, online and offline, without piecing together disconnected reports.

Fast time to value

INCRMNTAL works with your existing measurement setup, so you can start making better decisions without rebuilding your tech stack.

In the News

Industry leaders highlight Smartly’s move toward real-time, always-on measurement with the acquisition of INCRMNTAL

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Smartly signs LOI to buy INCRMNTAL, adding always-on incrementality

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Smartly Moves to Acquire INCRMNTAL to Strengthen Real-Time Marketing Intelligence

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FAQs

What is INCRMNTAL?

INCRMNTAL is an incrementality measurement platform that helps marketers understand the true causal impact of their advertising across channels. It identifies which marketing activities actually drive results—beyond what traditional attribution reports.

Measures true incremental impact, not just attributed conversions
Provides continuous, real-time performance signals
Helps marketers decide what to scale, reduce, or stop

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Is INCRMNTAL the same as Incremental.com?

No. INCRMNTAL is an incrementality measurement platform acquired by Smartly, while Incremental.com is a separate and unrelated company.

INCRMNTAL focuses on advertising measurement and performance optimization
Incremental.com is a different business with no affiliation

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Who is INCRMNTAL most relevant for?

INCRMNTAL is designed for marketers running complex, multi-channel campaigns who need clear insight into what drives growth.

Performance marketing teams managing budgets
Marketing leaders focused on ROI and incrementality
Data teams looking to operationalize measurement insights

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What makes INCRMNTAL different from other measurement solutions?

INCRMNTAL provides always-on incrementality signals across channels without requiring disruptive testing or campaign pauses.

Continuous, real-time performance signals
Works across online and offline channels
No need for structured experiments or campaign interruption

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Why is Smartly investing in INCRMNTAL?

Smartly is investing in INCRMNTAL to bring always-on incrementality signals into campaign execution, so marketers can act on what’s actually driving growth.

Measurement today is fragmented, conflicting, and hard to act on
Many decisions are still made without a clear view of true impact
INCRMNTAL turns incrementality into a decision signal — directly informing optimization inside Smartly

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Does INCRMNTAL replace MMM or attribution?

No. INCRMNTAL complements existing measurement solutions like MMM and attribution by adding a real-time layer for decision-making.

Works alongside MMM, attribution, and analytics tools
Translates insights into actionable optimization signals
Helps operationalize existing measurement investments

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What is incrementality in advertising?

Incrementality in advertising measures the true impact of marketing by identifying what results would not have happened without ad exposure.

Goes beyond attribution models
Uses causal signals instead of correlation
Helps marketers understand real business impact

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How is incrementality different from attribution?

Attribution assigns credit to touchpoints in a conversion path, while incrementality measures whether the conversion would have happened without the marketing activity.