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Data and Measurement

Incrementality testing: what marketers need to know in 2026

Incrementality testing: what marketers need to know in 2026

November 05, 2021

Tin Le

Incrementality testing measures the results that happen only because of your ads. Here is how to calculate lift, use Meta and Google Conversion Lift, and design a first test on a mid-size budget.

Marketing and product analytics: why combine them and how to connect the data in 2026

Marketing and product analytics: why combine them and how to connect the data in 2026

August 08, 2021

Tin Le

Marketing analytics shows where customers come from; product analytics shows what they do next. Here is how to join the two through one user ID with GA4, BigQuery and a warehouse.

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