Stop guessing, start proving: Why Singular Incrementality is more than just another analytics tool

The problem of proving your channel’s true incremental value

Mobile marketers today face intense pressure. They need to deliver better performance, justify their spend, and scale efficiently across multiple channels. At the same time, they need to avoid wasted budget and cannibalization of organic growth. This pressure to deliver top performance leads to a lot of questions and challenges for marketers:

• Is retargeting worth the budget and time?
• Is their media-mix strategy optimized?
• Do their retargeting campaigns provide incremental value?
• Do any of their campaigns cannibalize their users who would have engaged anyway?
• Is their retargeting strategy working as efficiently as it could be, or is it in need of optimization?

That’s why incrementality testing matters. It gives marketers precision and control. It focuses on causal lift, measuring what your ads truly added instead of how your app performs anyway.

We developed Singular Incrementality exactly to tackle these challenges, and to deliver clear, actionable insights into your retargeting initiatives.

Singular Incrementality: real lift from real audiences

Singular’s Incrementality builds on top of Singular’s already robust Audiences solution for precise A/B testing.

With Singular Audiences:

• Singular creates your audience segments, 
• Singular shares them with your partners for re-targeting initiatives

And now with Singular Incrementality you can:

• Split an audience into a control group (no treatment) and test group(s) (ads shown).
• Run your campaign as usual. 
• Test them for as long or as short as you want.
• Compare conversions or key metrics between the groups.
• The difference, or incremental uplift, shows the added value from your ads.

This approach provides precision. It delivers a clean, valid measure of ad impact.

This matters. You can now see whether your campaigns drive net new conversions or just shift existing or organic users.

And the best part? It’s all in the hands of your UA team, no extra resources, no additional engineering required.

What this means for marketers using Singular

Singular combines incrementality logic with deterministic A/B audience testing. This offers marketers a reliable, proven method:

• Get true causal lift.
• See actionable, transparent, and defendable results.
• Make confident decisions and scale based on what works.

In today’s noisy data world, A/B incrementality is your reliable way to measure real retargeting performance.

The value of Singular Incrementality testing

1. Direct causality with fewer assumptions

Singular Incrementality A/B testing uses real control groups, and you compare actual behavior of users who did and didn’t see ads, which delivers you strong validity on your campaigns’ performance.

2. Clear, transparent results

With Singular Incrementality, everyone understands what the control group means. These are real users, just like your target audience, who didn’t see your ads.

This helps when explaining results to leadership or finance teams.

Marketers value the precision and simplicity of a transparent testing method.

3. Simpler testing and analysis

A/B holdout testing is easier. You split, run, and compare. It’s fast to implement and simple to repeat.

This ease helps you scale incrementality testing across campaigns and teams.

4. Prove the value of your retargeting strategy

Validating your retargeting strategy is critical. During our beta testing several of our testers made critical discoveries while using Singular Incrementality:

• One saw significant incremental lift from the tests, which convinced them to invest more into retargeting initiatives, even though they previously had assumed it wasn’t a viable part of their strategy.
• Another beta tester validated their assumption that their retargeting channels were not providing the incremental lift they needed, and therefore switched their media mix strategy to focus more on relevant ROI-positive channels.

Without the insights from Singular Incrementality, one would have lost out on valuable incremental lift, while another would have continued to waste time and spend on non-performance.

Singular makes marketing measurable

Marketers focused on real growth trust Singular Incrementality.

With Singular, you use real data to prove that your campaigns add value.

If you want to spend smarter, scale confidently, and report growth with certainty, Singular Incrementality delivers the results you need.

Learn more

Singular’s Incrementality testing is available now.
Learn more or reach out to your Singular representative to get started.

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