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• VLC - Could someone assist me into improving latency in streaming to web based app ?

  19 janvier 2017, par zyeek

  I have been looking for solutions in which I can stream an IP camera’s stream to HTML 5. Currently as is it doesn’t support RTSP so easily.

  I am trying to be able to view the camera’s stream as live as possible. I was hoping someone could help me achieve that. I have been playing with it to get something workable, but at the moment I get a 5s delay stream. It is smooth, but wish to get it hopefully within <1-2s delay if possible.

  My current setup goes from taking my IP camera’s stream in RTSP and converting it to a webm and streaming it to a url, which then I plan on using that to put else where in a web app.

  ---

  What I would like to achieve

  Use a protocol that has low latency with audio was well. Webm was used as test, but I can’t seem to get other commands to get the proper stream to be going.

  I would like to use DASH, but from reading FFMPEG currently doesn’t support it. I was thinking maybe RTMP would be good enough for now, being both low latency and HTTP 5 compatible. I am just unable to figure out how to get FFMPEG to transcode the RTSP to RTMP.

  ---

  SETUP :

  I am using ffserver and ffmpeg. Overall scope : trying to pull IP camera stream and put it on a web app.

  Framework I am use is Meteor JS. So, I am trying to few plugins or outside complex setups as I want to be able to deploy this Meteor app on mobile devices as well. So, I want to stay within the boundaries of what HTML 5 can support.

  My current ffserver setup is ffserver.conf (this was taking from bunch of different place :

  HTTPPort 8090                      # Port to bind the server to
  
  HTTPBindAddress 0.0.0.0
  
  MaxHTTPConnections 2000
  
  MaxClients 1000
  
  MaxBandwidth 10000             # Maximum bandwidth per client
  
                                 # set this high enough to exceed stream bitrate
  
  CustomLog -
  
  
  
  <feed>
  
       File /tmp/feed.ffm
  
       FileMaxSize 100K
  
       ACL allow 127.0.0.1
  
  </feed>
  
  
  
  
  
  <stream>
  
       Format webm
  
       Feed feed.ffm
  
       NoAudio
  
       VideoCodec libvpx
  
       VideoFrameRate 24
  
       VideoBitRate 1024
  
       VideoSize 480x270
  
       VideoBufferSize 1024
  
       AVOptionVideo flags +global_header
  
       StartSendOnKey
  
  </stream>
  
  
  
  <stream>            # Server status URL
  
     Format status
  
     # Only allow local people to get the status
  
     ACL allow localhost
  
  </stream>
  
  
  
  <redirect>    # Just an URL redirect for index
  
     # Redirect index.html to the appropriate site
  
     URL url/
  
  </redirect>

  Works normally :

  ffserver version 3.2.2 Copyright (c) 2000-2016 the FFmpeg developers
  
    built with Apple LLVM version 5.1 (clang-503.0.40) (based on LLVM 3.4svn)
  
    configuration: --prefix=/usr/local/Cellar/ffmpeg/3.2.2 --enable-shared --enable-pthreads --enable-gpl --enable-version3 --enable-hardcoded-tables --enable-avresample --cc=clang --host-cflags= --host-ldflags= --enable-ffplay --enable-frei0r --enable-libass --enable-libfdk-aac --enable-libfreetype --enable-libmp3lame --enable-libopencore-amrnb --enable-libopencore-amrwb --enable-libopus --enable-librtmp --enable-libschroedinger --enable-libspeex --enable-libtheora --enable-libvorbis --enable-libvpx --enable-libx264 --enable-libxvid --enable-opencl --disable-lzma --enable-libopenjpeg --disable-decoder=jpeg2000 --extra-cflags=-I/usr/local/Cellar/openjpeg/2.1.2/include/openjpeg-2.1 --enable-nonfree --enable-vda
  
    libavutil      55. 34.100 / 55. 34.100
  
    libavcodec     57. 64.101 / 57. 64.101
  
    libavformat    57. 56.100 / 57. 56.100
  
    libavdevice    57.  1.100 / 57.  1.100
  
    libavfilter     6. 65.100 /  6. 65.100
  
    libavresample   3.  1.  0 /  3.  1.  0
  
    libswscale      4.  2.100 /  4.  2.100
  
    libswresample   2.  3.100 /  2.  3.100
  
    libpostproc    54.  1.100 / 54.  1.100
  
  /etc/ffserver.conf:27: Setting default value for video bit rate tolerance = 256000. Use NoDefaults to disable it.
  
  /etc/ffserver.conf:27: Setting default value for video rate control equation = tex^qComp. Use NoDefaults to disable it.
  
  /etc/ffserver.conf:27: Setting default value for video max rate = 2048000. Use NoDefaults to disable it.
  
  Wed Jan 18 17:04:30 2017 FFserver started.

  Now I give life to the feed with ffmpeg. Command I use :

  ffmpeg -vsync 2 -i rtsp://admin:password@192.168.2.165:88/videoMain -map 0 http://localhost:8090/feed.ffm

  which gives the result :

  ffmpeg version 3.2.2 Copyright (c) 2000-2016 the FFmpeg developers
  
    built with Apple LLVM version 5.1 (clang-503.0.40) (based on LLVM 3.4svn)
  
    configuration: --prefix=/usr/local/Cellar/ffmpeg/3.2.2 --enable-shared --enable-pthreads --enable-gpl --enable-version3 --enable-hardcoded-tables --enable-avresample --cc=clang --host-cflags= --host-ldflags= --enable-ffplay --enable-frei0r --enable-libass --enable-libfdk-aac --enable-libfreetype --enable-libmp3lame --enable-libopencore-amrnb --enable-libopencore-amrwb --enable-libopus --enable-librtmp --enable-libschroedinger --enable-libspeex --enable-libtheora --enable-libvorbis --enable-libvpx --enable-libx264 --enable-libxvid --enable-opencl --disable-lzma --enable-libopenjpeg --disable-decoder=jpeg2000 --extra-cflags=-I/usr/local/Cellar/openjpeg/2.1.2/include/openjpeg-2.1 --enable-nonfree --enable-vda
  
    libavutil      55. 34.100 / 55. 34.100
  
    libavcodec     57. 64.101 / 57. 64.101
  
    libavformat    57. 56.100 / 57. 56.100
  
    libavdevice    57.  1.100 / 57.  1.100
  
    libavfilter     6. 65.100 /  6. 65.100
  
    libavresample   3.  1.  0 /  3.  1.  0
  
    libswscale      4.  2.100 /  4.  2.100
  
    libswresample   2.  3.100 /  2.  3.100
  
    libpostproc    54.  1.100 / 54.  1.100
  
  Guessed Channel Layout for Input Stream #0.1 : mono
  
  Input #0, rtsp, from 'rtsp://admin:password@192.168.2.165:88/videoMain':
  
    Metadata:
  
      title           : IP Camera Video
  
      comment         : videoMain
  
    Duration: N/A, start: 0.000000, bitrate: N/A
  
      Stream #0:0: Video: h264 (Main), yuv420p(progressive), 1280x720, 90k tbr, 90k tbn, 180k tbc
  
      Stream #0:1: Audio: pcm_mulaw, 8000 Hz, mono, s16, 64 kb/s
  
  [libvpx @ 0x7fd58184a600] v1.6.0
  
  Output #0, ffm, to 'http://localhost:8090/feed.ffm':
  
    Metadata:
  
      title           : IP Camera Video
  
      comment         : videoMain
  
      creation_time   : now
  
      encoder         : Lavf57.56.100
  
      Stream #0:0: Video: vp8 (libvpx), yuv420p, 480x270, q=-1--1, 1024 kb/s, 90k fps, 1000k tbn, 24 tbc
  
      Metadata:
  
        encoder         : Lavc57.64.101 libvpx
  
      Side data:
  
        cpb: bitrate max/min/avg: 0/0/0 buffer size: 8388608 vbv_delay: -1
  
  Stream mapping:
  
    Stream #0:0 -> #0:0 (h264 (native) -> vp8 (libvpx))
  
  Press [q] to stop, [?] for help
  
  [rtsp @ 0x7fd581000000] max delay reached. need to consume packet
  
  [rtsp @ 0x7fd581000000] RTP: missed 5 packets
  
  [h264 @ 0x7fd5818ae800] Increasing reorder buffer to 1
  
  frame=  139 fps= 18 q=0.0 Lsize=     440kB time=00:00:09.25 bitrate= 389.7kbits/s speed=1.19x    
  
  video:429kB audio:0kB subtitle:0kB other streams:0kB global headers:0kB muxing overhead: 2.663893%

• 16 Website Metrics to Track If You Want to Grow Your Business

  9 avril 2024, par Erin

  Conversion rate.

  Bounce rate.

  Sessions.

  There are dozens of metrics to keep up with in web analytics. It can be confusing at times trying to keep up with everything.

  But, if you want to improve your website performance and grow your business, you need to know what they are and how they work.

  Why ?

  Because what you measure gets managed. This is true in your personal life and business. You must track various website metrics to help your business reach new heights.

  In this guide, you’ll learn about the most important website metrics, why they’re important and how to track them to grow your brand.

  What are website metrics ?

  Your website is your digital headquarters.

  It’s not a static place. Instead, it’s a vibrant, interactive hub your visitors and customers can engage with daily.

  Every time a user interacts with your website, you can track what’s happening.

  Website metrics help you measure how much your visitors and customers interact with your website. 

  These engagement metrics help you understand what your visitors are doing, where they’re coming from, how they’re moving on your website and how long they stay. They can even give you insights into what their goals are.

  

  If you aren’t tracking your website metrics, you won’t know how effective your website is.

  By paying close attention to your key metrics within a web analytics platform like Matomo, you’ll be able to see how well your marketing is doing and how your visitors are engaging so you can improve the user experience and increase conversions.

  16 website metrics to track

  Here are the top 16 website metrics you need to be tracking if you want to grow your business :

  1. Pageviews

  A pageview is the number of times a web page has been viewed. 

  Many pageviews can indicate a successful search engine optimisation (SEO) or marketing campaign — it can be used to show positive results for these initiatives.

  It can also help you determine various issues on individual pages. For instance, performance issues or poor website structure can cause visitors to get lost or confused while navigating your website.

  

  2. Average time on page

  Average time on a page is simply the time visitors spend on a specific page (not the entire website) ; tracking users’ time on various pages throughout your website can give you insights that can help you improve certain pages.

  If you get tons of traffic to a particular page, but the average time a visitor stays on that page is minimal, the content may need some work.

  Tracking this data can help determine if your website is engaging for your visitors or if you need to modify certain aspects to increase your visitors’ stay. Increasing the average time on the page will help boost your conversions and search engine rankings.

  3. Actions per visit

  Actions per visit is a key metric that tracks the average number of actions a visitor takes every time they visit your website. This data can help you track your audience engagement and the effectiveness of your content across your entire website.

  An action is any activity performed by your visitors on your website like :

  • Outlinks
  • Downloads
  • Page views
  • Internal site searches

  The higher your actions per visit, the more engaging your audience finds your website content. A side effect of increased actions is staying longer on the site and more likely to convert to your email list as a subscriber or pay for products as a customer.

  4. Bounce rate

  Like a bouncy ball, your website’s bounce rate measures how many users entered your site and “bounced” out without clicking on another page. This metric can be extremely helpful in determining user interest in your content. 

  You might be getting many visitors to your website, but if they “bounce” after visiting the first page they land on, that’s a great indicator that your content is not resonating with your audience.

  Remember, this metric should be taken with a grain of salt. 

  Your bounce rate may indicate that visitors are finding the exact information that they wanted and leaving pleased, so it’s not a black-and-white metric.

  For example, if you have a landing page with a high bounce rate, then that’s likely not a sign of a good user experience. But, if you have a knowledge base article and they just need to find some quick information, then it could be a good indicator.

  5. Conversions

  The first step in tracking conversions is defining what a conversion is for your website. 

  Do you want your audience to :

  • View a blog post
  • Purchase a product
  • Download an eBook
  • Sign up for a consultation call

  Determine what that conversion is and track how often users take that action on your website.

  This helps you understand if your marketing and content strategies are working toward your pre-defined conversion goal.

  

  6. Conversion rate

  A conversion rate is the percentage of visits that triggered a conversion. Knowing this metric lets you plan, budget, and forecast future growth.

  For example, 5% of your website visitors take action and convert to customers. With this information, you can make better informed financial decisions regarding your marketing efforts on your website to help increase traffic and future conversions.

  While there are basic conversion rate benchmarks to strive toward, it ultimately depends on your goals and the specific conversions you decide to track that are best for your business. 

  That being said, Matomo has some best practices to help you optimise your conversion rates, no matter what conversion metric you are tracking.

  7. Exit rate

  While “bounce rate” and “exit rate” are similar, “exit rate” is the percentage of visits to a website that ended on a particular page.

  Knowing which pages have the highest percentage of visitors exiting your website gives you key information on the pages that may need to be improved.

  If you see that your “exit rate” is highest on pages before the checkout (or other CTA’s you have established), you will want to dive into what’s causing visitors to leave from that page. For example, maybe it’s the content, the copy or even a broken link.

  This is a great metric to help determine where you have breakdowns between you and your visitors. Improving your exit rate can help guide visitors through your website funnel more easily and boost your conversion rates. 

  

  8. Top pages

  The top pages on your website are the pages that receive the most visits. Understanding what your top pages are can be crucial in planning and guiding your marketing strategies moving forward.

  Your top pages can help you determine the most engaging content for your audience. This can be extremely helpful in guiding your visitors to certain pages that other users find more valuable.

  It also helps you determine if you need to focus more attention on different parts of your website to increase user engagement in those areas.

  For example, maybe your most-viewed pages have less copy and more photos or videos. Understanding this lets you know that incorporating more media into other pages will boost future engagement.

  9. Traffic sources

  Your traffic sources are the channels that are driving visitors to your website. The four most common traffic sources are :

  • Direct Entry : Typing your website URL into their browser or visiting via a bookmark they saved
  • Websites/Referral : Clicking on a link to your site from another website
  • Search Engines : Using search engines (Google, Bing or Yahoo) to find your website
  • Campaigns : Visitors directed to your website through specific marketing campaigns, such as email newsletters, Google Ads, promotional links, etc.
  • Social Networks : Visitors accessing your website by clicking on links shared on social media platforms like Facebook, X (Twitter), LinkedIn, etc.

  Understanding where your visitors are coming from can help you focus your marketing efforts on the traffic sources with the highest conversion rates. 

  Suppose your email marketing campaign isn’t driving any traffic to your website, but your ad campaign is responsible for over 25% of your conversions. In that case, you might consider doubling your advertising efforts.

  10. Form average time spent

  Forms are a crucial part of your website’s marketing strategy. Forms can help you :

  • Learn more about your visitors
  • Gather feedback from your audience
  • Convert visitors into email subscribers
  • And more

  Form average time spent is the average amount of time a visitor spends on a specific form on your website. The time is calculated as the difference between the first interaction with a form field (for example, a field focus) and the last interaction with a form.

  Want to convert more visitors into leads ? Then, you need to understand your form analytics better. Learn more here.

  11. Play rate

  If you want to keep your audience engaged (and convert more visitors), you need to publish different types of media.

  But if your video or audio content isn’t performing well, then you’re wasting your time.

  That’s where play rate comes in. It’s calculated by analysing visitors who watched or listened to a specific media after they have visited a web page.

  With play rate, you can track any video, podcast, or audiobook plays.

  You can easily track it within Matomo’s Media Analytics. The best part ? This feature works out of the box, so you don’t need to configure it to start leveraging the analytics.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  12. Returning visitors

  Returning visitors are users who visit your website more than once over a specific time.

  You will want to measure the number of returning visitors to your website, as this information can give you additional insights into your marketing strategies, company branding and content.

  It can also help you better understand your customer base, giving you a clearer sense of their top desires and pain points.

  13. Device type

  Device type tracks the different devices visitors use to visit your website. These could be :

  • Tablets
  • Mobile phones
  • Desktop computers

  Knowing what your visitors are using to access your website can help you improve the overall user experience.

  For example, if 80% of your visitors use mobile phones, you could think about optimising your web pages to format with mobile devices. 

  

  14. Top exit pages

  Top exit pages are the pages that a visitor leaves your website from the most.

  Each web page will have a specific exit rate percentage based on how many people leave the website on a particular page.

  This can be quite helpful in understanding how visitors interact with your website. It can also help you uncover and fix any issues with your website you may not be aware of.

  For instance, one of your product pages has the highest exit rate on your website. By looking into why that is, you discover that your “Add to Cart” button isn’t functioning correctly, and your visitors can’t buy that particular product, so they exit out of frustration.

  15. Marketing attribution

  Marketing attribution (multi-touch attribution) helps you see which touchpoints have the greatest impact on conversions.

  Within Matomo, revenue attribution involves assigning credit for revenue across multiple touchpoints that contribute to a conversion.

  Matomo’s multi-touch attribution models use different weighting factors, like linear or time decay, to allocate credit to each touchpoint based on its influence.

  Matomo’s multi-touch attribution reports provide insights into how revenue is distributed across different touchpoints, marketing channels, campaigns, and actions. These reports allow you to analyse the contribution of each touchpoint to revenue generation and identify the most influential interactions in the customer journey.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  16. Event tracking

  Every website has multiple actions a user can perform called “events”. These could be downloading a template, submitting contact information, signing up for a newsletter or clicking a link.

  Tracking events can give you additional context into what your visitors are interested in or don’t care about. This allows you to target them better through those events, potentially creating new, unique conversions and boosting the growth of your business.

  It can also lead to discovering potential issues within your website if you notice visitors aren’t taking action on certain CTAs, such as broken links or lack of content on certain pages. By uncovering these issues, you can quickly fix them to increase your conversions.

  

  Start tracking your website metrics with Matomo today

  There’s much to consider when creating and running your website, such as the design, copy and flow. 

  While these are necessary, tracking your website’s data is one of the most important aspects of running a site. It’s crucial in helping you optimise your site’s performance and create a great experience for your visitors.

  Every interaction a visitor has on your site is unique and leaves valuable clues you can use to improve all aspects of your site experience. 

  Understanding what your visitors like, what website performance issues they’re running into and how they interact across your website is crucial to improving your marketing and sales efforts.

  While tracking this much data can feel overwhelming, having all your key metrics in one place and broken down into easy-to-understand benchmarks can help alleviate the stress and headache of data tracking. 

  That’s where a web analytics platform like Matomo comes in.

  With Matomo, you can easily track, store and analyse every piece of data on your website automatically to improve your site performance and user experience and drive conversions. 

  With Matomo, you can take back control with a platform that gives you 100% data ownership.

  Used on over 1 million websites in over 190 countries, Matomo gives you :

  • Accurate data (no data sampling)
  • Privacy-friendly and GDPR-compliant analytics
  • Open-source access to create a custom solution for you

  Try Matomo for free for 21 days now. No credit card required. 

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• Incrementality Testing : Quick-Start Guide (With Calculations)

  26 mars 2024, par Erin

  How do you know when a campaign is successful ? When you earn more revenue than last month ?

  Maybe.

  But how do you know how much of an impact a certain campaign or channel had on your sales ?

  With marketing attribution, you can determine credit for each sale.

  But if you want a deeper look, you need to understand the incremental impact of each channel and campaign.

  The way you do this ?

  Incrementality testing.

  In this guide, we break down what incrementality is, why it’s important and how to test it so you can double down on the activities driving the most growth.

  What is incrementality ?

  So, what exactly is incrementality ?

  Let’s say you just ran a marketing campaign for a new product. The launch was a success. Breakthrough numbers in your revenue. You used a variety of channels and activities to bring it all together.

  So, you launch a plan for next month’s campaign. But you don’t truly know what moved the needle.

  Did you just hit new highs because your audience is bigger ? And your brand is greater ?

  Or did the recent moves you made make a direct difference ?

  This is incrementality.

  

  Incrementality is growth directly attributed to marketing efforts beyond the overall impact of your brand. By measuring and conducting incrementality testing, you can clearly see how much of a difference each activity or channel truly impacted business growth. 

  What is incrementality testing ?

  Incrementality testing allows marketers to gauge the effectiveness of a marketing tactic or strategy. It tells you if a particular marketing activity had a positive, negative or neutral impact on your business. 

  It also tells you the overall impact it can have on your key performance indicators (KPIs). 

  The result ?

  You can pinpoint the highest-performing moves and incorporate them into your marketing workflows. You also discard marketing strategies with negligible, neutral or even negative impacts. 

  For example, let’s say you think a B2B LinkedIn ads campaign will help you reach your product launch goals. An incrementality test can tell you if the introduction of this campaign will help you get to the desired outcome.

  How incrementality testing works

  Before diving into your testing phase, you must clearly identify your KPIs.

  Here are the top KPIs you should be tracking on your website :

  • Ad impressions
  • Website visits
  • Leads
  • Sales

  The exact KPIs will depend on your marketing goals. You’re ready to move forward once you know your key performance indicators.

  Here’s how incrementality testing works step-by-step :

  1. Define a test and control group

  The first step is to define a test group and control group. 

  • A test group is a segment of your target audience that’s exposed to the marketing campaign. 
  • A control group is a segment that isn’t. 

  Keep in mind that both groups have similar demographics and other relevant characteristics. 

  2. Execute your campaign

  The second step is to run the marketing campaign on the test group. This can be a Facebook ad, LinkedIn ad or email marketing campaign.

  It all depends on your goals and your primary channels.

  3. Measure outcomes

  The third step is to measure the campaign’s impact based on your KPIs. 

  Let’s say a brand wants to see if a certain marketing move increases its leads. The test can tell them the number of email sign-ups with and without the campaign. 

  4. Compare results

  Next, compare the test group results with the control group. The difference in outcomes tells you the impact of that campaign. You can then use this difference to inform your future marketing strategies. 

  With Matomo, you can easily track results from campaigns — like conversions. 

  Our platform lets you quickly see what channels are getting the best results so you can gain insights into incrementality and optimise your strategy.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  Why it’s important to conduct incrementality tests

  The digital marketing industry is constantly changing. Marketers need to stay on their toes to keep up. Incrementality tests help you stay on track.

  For example, let’s say you’re selling laptops. You can increase your warranty period to three years to see the impact on sales. An incrementality test will tell you if this move will boost your sales (and by how much).

  Now, let’s dive into the reasons why you need to consistently conduct incrementality tests :

  Determine the right tactics for success

  Identifying the best action to grow your business is a challenge every marketer faces.

  The best way to identify marketing tactics is by conducting incrementality testing. These tactics are bound to work since data back them. As a result, you can optimise your marketing budget and maximise your ROIs. 

  It lets you run multiple tests to identify the most impactful strategy between :

  • An email marketing strategy
  • A social media strategy 
  • A PPC ad

  For instance, an incrementality test might suggest email marketing will be more cost-effective than an ad campaign. What you can do is :

  • Expose the test group to the email marketing campaign and then compare the results with the control group
  • Expose the test group to the ad campaign and then compare its results with the control group

  Then, you can calculate the difference in results between the two marketing campaigns. This lets you focus on the strategy with a better ROI or ROAS potential. 

  Accurate data

  Marketing data is powerful. But getting accurate data can be challenging. With incrementality testing, you get to know the true impact of a marketing campaign. 

  Plus, with this testing strategy, you don’t have to waste your marketing budget. 

  With Matomo, you get 100% accurate data on all website activities. 

  Unlike Google Analytics, Matomo doesn’t rely on inaccurate data sampling — limiting the amount of data analysed.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  Get the most out of your marketing investment

  Every business owner wants to maximise their return on investment. The ROI you get mainly depends on the marketing strategy. 

  For instance, email marketing offers an ROI of about 40:1 with some sources even reporting as high as 72:1.

  Incrementality testing helps you make informed investment decisions. With it, you can pinpoint the tactics that are most likely to bring the highest return. You can then focus your resources on them. It also helps you stay away from low-performing strategies. 

  Increase revenue

  It’s safe to say that the goal behind every marketing effort is a revenue boost. The higher your revenue, the more profits you generate. However, for many marketers, it’s an uphill battle. 

  With incrementality testing, you can boost your revenue by focusing your efforts in the right direction. 

  Get more traffic

  Incrementality testing tells you if a particular strategy can help you drive more traffic. You can use it to get more high-quality leads to your website or landing pages and double down on high-traffic strategies to increase those leads.

  How to test incrementality

  

  Developing an implementation plan is crucial to generate accurate insights from an incrementality test. Incrementality testing is like running a science experience. You need to go through several stages. Each stage is important for generating accurate results. 

  Here’s how you test incrementality :

  Define your goals

  Get clarity on what you want to achieve with this campaign. Which KPIs do you want to test ? Is it the return on your overall investment (ROI), return on ad spend (ROAS) or something else ?

  Segment your audience

  Selecting the right audience segment is crucial to getting accurate insights with an incrementality test. Decide the demographics and psychographics of the audience you want to target. Then, divide this audience segment into two sub-parts :

  • Test group (people you’ll expose to the marketing campaign)
  • Control group (people who won’t be exposed to the campaign)

  These groups are a part of the larger segment. This means people in both groups will have similar attributes. 

  Launch the test at the right time

  Before the launch, decide on the length of the test. Ideally, it should be at least one week. Don’t run any other campaigns in this window, as it can interfere with the results. 

  Analyse the data and take action

  Once the campaign is over, measure the results from both groups. Compare the data to identify incremental lift in your selected KPIs. 

  Let’s say you want to see if this campaign can boost your sales. Check to see if the test group responded differently than the control group. If the sales equal your desired outcome, you have a winning strategy. 

  Not all incrementality tests result in a positive incremental lift ; Some can be neutral, indicating that the campaign didn’t have any effect. Some can even indicate a negative lift, which means your core group performed better than the test group. 

  Lastly, take action based on the test findings. 

  Incrementality test examples 

  You can use incrementality testing to identify gaps and growth opportunities in your strategy. 

  Here’s an example :

  Let’s say a company runs an incrementality test on a YouTube marketing strategy for sales. The results indicate that the ROI was only $0.10, as the company makes $1.10 for every $1.00 spent. This alarms the marketing department and helps them optimise the campaign for a higher ROI. 

  Here’s another practical example :

  Let’s say a retail business wanted to test the effectiveness of its ad campaign. So, the retailer optimises its ad campaign after conducting an incrementality test on a test and control group. As a result, they experienced a 34% incremental increase in sales.

  How to calculate incrementality in marketing

  Once you’ve aggregated the data, it’s time to calculate. There are two ways to calculate incrementality :

  Incremental profit 

  The first one is incremental profit. It tells you how much profit you can generate with a strategy (If any). With it, you get the actual value of a marketing campaign. 

  It’s calculated with the following formula :

  Test group profit – control group profit = incremental profit 

  For example, let’s say you’re exposing a test group to a paid ads campaign. And it generates a profit of $3,000. On the other hand, the control group generated a $2,000 profit. 

  In this case, your incremental profit will be $1,000 ($3,000 – $2,000). 

  However, if the paid ads campaign generates a $2,000 profit, the incremental profit would be zero. Essentially, you’re generating the same profit as before, which means the campaign doesn’t work. Similarly, a marketing strategy is no good if it generates lower profits than the control group. 

  Incremental lift

  Incremental lift measures the difference in the conversions you generate with each group. 

  Here’s the formula :

  (Test – Control)/Control x 100 = Lift

  So, let’s say the test group and control group generated 2,000 and 1,000 conversions, respectively. 

  The incremental lift you’ll get from this incrementality test would be :

  (2,000 – 1,000)/1,000 x 100 = 100

  This turns out to be a 100% incremental lift.

  How to track incrementality with Matomo

  Incrementality testing lets you use a practical approach to identify the best marketing path for your business.

  It helps you develop a hyper-focused approach that gives you access to accurate and practical data. 

  With these insights, you can confidently move forward to maximise your ROI since it helps you focus on high-performing tactics. 

  The result is more revenue and profit for your business. 

  Plus, all you need to do is identify your target audience, divide them into two groups and run your test. Then, the results will be compared to determine if the marketing strategy offers any value. 

  Conducting incrementality tests may take time and expertise. 

  But, thanks to Matomo, you can leverage accurate insights for your incrementality tests to ensure you make the right decisions to grow your business.

  See for yourself why over 1 million websites choose Matomo. Try it free for 21-days now. No credit card required.

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