Incremental

Incremental is a causal intelligence platform for commerce media that replaces ROAS and last-touch attribution with daily measurement, optimization, and planning.

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Overview

Incremental is a causal intelligence platform for commerce media. Its stated purpose is to replace ROAS and last-touch attribution with daily causal measurement that shows what is actually driving sales and where the next dollar should go.

The product is built for enterprise commerce media teams, brands, and agencies that need measurement, optimization, and planning in one system. According to the site, Incremental works independently from retailers, media sellers, and bidding platforms, and it delivers outputs at the campaign, SKU, and line-item level.

Features

Commerce-aware measurement

Measures marketplace and retailer dynamics such as search rank, competitive pricing, buy box ownership, and ratings and reviews, while also considering outside media that affects discovery and awareness.

Causal measurement and daily reporting

Uses multiple inference frameworks and causal techniques to connect investment to sales outcomes, with daily data at the campaign and SKU level.

Optimization in media workflows

Uses automated recommendation signals inside existing buying tools, with direct integration support for Skai, Pacvue, Flywheel, and WPP Open.

Scenario planning and forecasting

Tests budget and channel scenarios before spend shifts are made, helping teams estimate the sales impact of different allocation choices.

Commerce graph foundation

Combines digital shelf data, omnichannel retail data, and media data into a single commerce graph so product, promotion, inventory, and shelf context are part of the model.

Continuous learning loop

Continuously retrains models and compares short-term predictions with actuals on a daily basis to keep outputs current.

Use Cases

Incrementality measurement
Use the platform to replace last-touch reporting with causal incrementality at the retailer, campaign, and SKU level when teams need a more accountable view of what drove sales.
Campaign optimization
Use the recommendation engine to optimize media spend from inside tools such as Skai, Pacvue, Flywheel, or WPP Open, so teams can act on incrementality signals without changing their workflow.
Budget planning and forecasting
Use causal scenario modeling to compare budget shifts, channel changes, and spend thresholds before committing money, especially when planning future campaigns or quarterly allocations.
Commerce diagnosis
Use the commerce graph to connect shelf conditions, promotions, inventory, pricing, and media performance when trying to understand why a product did or did not convert.
Brand and agency collaboration
Use the platform as a shared planning and measurement layer across brands and agencies that need one causal view across retailers and channels.

Pros and Cons

Pros

Combines measurement, optimization, and scenario planning in one platform.
Uses daily causal learning rather than relying only on historical attribution.
Adds retail and digital shelf context, not just media data.
Supports direct use inside existing media buying workflows.
Positions itself as a neutral third-party layer rather than a media seller.

Cons

The pricing page is not available publicly and returns a 404 in the provided source set.
The site does not publish a full list of integrations or technical requirements on the collected pages.

FAQ

What does Incremental do?

Incremental is described as a causal intelligence layer for commerce media. It uses direct integrations, a commerce graph, and ensemble causal models to measure incrementality and send signals back into media workflows.

How does Incremental connect to data and workflows?

The source says it connects through direct integrations to retailers and media platforms, and that you can also bring your own data. It can send outputs to media buying platforms, an internal data lake, or daily email.

What kind of outputs does it provide?

Incremental provides daily data at the campaign and SKU level, supports reporting down to line item level, and feeds recommendations into platforms such as Skai, Pacvue, Flywheel, and WPP Open.

Is pricing published on the site?

The pricing page returned a custom 404, so the source does not show public pricing. The available evidence suggests a sales-led model with a demo-oriented path.

Who is it for?

The site positions Incremental for commerce media teams, brands, and agencies that need causal measurement, optimization, and planning rather than last-touch reporting.

Quick Facts

Category: Causal intelligence for commerce media
Primary users: Brands, commerce media teams, and agencies
Delivery cadence: Daily reporting and retraining
Workflow: Measurement, optimization, planning, and forecasting
Source domain: incremental.com
Pricing: Not publicly listed; pricing page returned a custom 404