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Growth strategy, paid search & measurement

Published example

A growth question

Last-click says brand is working. How do I tell incrementality from last-click?

Anthony's documented approach

Last-click will always love brand. Run a holdout or a geo split and read recapture, not ROAS. If pausing brand barely moves new customers, last-click was taking credit. If new revenue drops with the pause, brand was incremental.

What it draws on

Published from Anthony's documented work on brand holdouts and incrementality

What it does not decide

Whether a specific account is incremental without a holdout or geo split

A published answer preview. Your question may draw on different documented work, or stop when Anthony's work does not cover it.

How it works

Bring the decision.
See the reasoning.

One expert's documented work gives the answer its shape. Granova shows what it can support and makes the boundary clear when the material is thin.

  1. 01

    Bring the decision

    Ask about the campaign, budget, measurement, or growth problem in front of you.

  2. 02

    Get the documented approach

    Granova returns the expert's approach when their work can support a useful answer.

  3. 03

    See what it used

    Read the supporting work and conditions behind the answer before you act on it.

  4. 04

    Know when to stop

    When the documented work does not cover the question, Granova makes that limit clear.

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