The *Remerge Report November 2021* explores incrementality measurement as a key tool for evaluating app retargeting campaigns. Incrementality is rooted in scientific methodologies, comparing user behavior in treatment (exposed to ads) and control (unexposed) groups. It addresses attribution issues like last-click stealing, fraud, and organic cannibalization by providing unbiased insights into ad effectiveness. Methods like Ghost Bids reduce noise and cost compared to alternatives such as intent-to-treat or PSA ads. Key metrics—Incremental Revenue, ROAS, Conversions, and iCPA—help gauge campaign success. Case study: Playrix achieved a 21.4% uplift and 300% ROAS. Incrementality testing offers precision over standard attribution models, enabling smarter app marketing strategies.

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