Incrementality

Why we built it

Platform ROAS is a story the platform tells about itself. Organic and brand demand get credited to the last click, and the budget follows. The suite exists so contribution margin has a number that doesn't come from the ad account.

Who it’s for

eCommerce and growth teams who manage to contribution margin, and who need a read before they commit to a geo or holdout test.

What it does

It strips organic credit out of platform-reported results and returns incremental CAC and ROAS. A channel matrix sits beside it as a starting point for where a holdout is worth running. It doesn't replace the holdout.

Where AI shows up

The score is arithmetic. A generated summary can explain the readout, but it shouldn't invent the increment. The instrument is there so the write-up has a number underneath it.

Use cases

• Separate paid increment from demand that would have happened anyway
• Compare channels before you pay for a holdout
• Put contribution margin next to the ROAS the platform reports