🧠Tier 4 - Advanced / NicheID: incrementalityTestingMobileUa
Incrementality Testing for Mobile UA
Geo-lift and holdout experiments measuring which app installs were truly caused by paid ads vs organic ASO
In Simple Words (Zero Jargon):
Turning off ads in select cities to prove whether downloads would have happened anyway from word-of-mouth or if the ads genuinely created new installs.
What You Get: Verification that ad spend is generating genuinely incremental app installs rather than taking credit for organic brand popularity.