Measure what matters — not just what shows up in your dashboard.
At Banfana, we don’t believe in measuring success by last-click conversions. We believe in measuring what wouldn’t have happened without your ads. That’s incrementality.
Why it matters
Most attribution models reward what’s easy to track — not what’s actually driving growth. Without incrementality testing, you risk optimizing for noise: branded searches, returning customers, or conversions that would have happened anyway.
We built our measurement philosophy around a simple idea: real growth only happens when advertising causes a change in behavior. That’s what we test for — with the same level of rigor you’d expect from a CRO or LTV analysis.
How we test incrementality
We use Stella — a causal inference engine purpose-built for ecommerce — to test which channels, campaigns, or audiences are truly additive. Stella’s methodology isolates true lift, so we can confidently answer questions like:
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Are branded search campaigns cannibalizing organic demand?
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Is Performance Max actually incremental — or just comforting?
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What’s the real impact of YouTube top-of-funnel campaigns?
