How much do your ads really drive results? Measuring true incrementality, the causal impact of ads on conversions, remains one of the toughest challenges in digital marketing. While experiments are a reliable way to establish causal impact, they can come with costs and tradeoffs. 

In this webinar, we explore new research on how advertisers and platforms make experimentation decisions—and why some firms choose not to test at all. You’ll gain practical insights on when experimentation pays off, how platform dynamics shape outcomes, and what it means for improving marketing ROI.