See POAS vs revenue-only reporting
Profit Bid connects store costs to ad spend so you bid on margin — not vanity ROAS.
Track POAS automatically from your store — upload profit conversions and scale winners with A/C/X labels.
Why attribution over-credits ads
Attribution assigns a conversion to whatever ad was clicked last (or by some model). But many of those buyers would have purchased anyway — especially on branded terms.
Incrementality strips out this baseline demand to reveal the sales ads genuinely added. It often reveals that reported ROAS overstates real impact.
How to measure incrementality
Common approaches to estimate lift:
- Geo holdouts: pause ads in matched regions and compare sales.
- Audience holdouts: withhold ads from a random control group.
- Ghost ads / PSA tests on some platforms.
- Compare incremental POAS across channels to reallocate spend.
Frequently asked questions
Common questions about this topic — tap to read answers.
Does incrementality replace ROAS?
It refines it. Incremental ROAS/POAS tells you the profit ads actually added, which is what should drive budget shifts.
Which channels have low incrementality?
Often branded search and retargeting, since those users were already likely to buy. Test rather than assume.
