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Autres articles (54)
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Keeping control of your media in your hands
13 avril 2011, parThe vocabulary used on this site and around MediaSPIP in general, aims to avoid reference to Web 2.0 and the companies that profit from media-sharing.
While using MediaSPIP, you are invited to avoid using words like "Brand", "Cloud" and "Market".
MediaSPIP is designed to facilitate the sharing of creative media online, while allowing authors to retain complete control of their work.
MediaSPIP aims to be accessible to as many people as possible and development is based on expanding the (...) -
Multilang : améliorer l’interface pour les blocs multilingues
18 février 2011, parMultilang est un plugin supplémentaire qui n’est pas activé par défaut lors de l’initialisation de MediaSPIP.
Après son activation, une préconfiguration est mise en place automatiquement par MediaSPIP init permettant à la nouvelle fonctionnalité d’être automatiquement opérationnelle. Il n’est donc pas obligatoire de passer par une étape de configuration pour cela. -
Les statuts des instances de mutualisation
13 mars 2010, parPour des raisons de compatibilité générale du plugin de gestion de mutualisations avec les fonctions originales de SPIP, les statuts des instances sont les mêmes que pour tout autre objets (articles...), seuls leurs noms dans l’interface change quelque peu.
Les différents statuts possibles sont : prepa (demandé) qui correspond à une instance demandée par un utilisateur. Si le site a déjà été créé par le passé, il est passé en mode désactivé. publie (validé) qui correspond à une instance validée par un (...)
Sur d’autres sites (9546)
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What is a Cohort Report ? A Beginner’s Guide to Cohort Analysis
3 janvier 2024, par ErinHandling your user data as a single mass of numbers is rarely conducive to figuring out meaningful patterns you can use to improve your marketing campaigns.
A cohort report (or cohort analysis) can help you quickly break down that larger audience into sequential segments and contrast and compare based on various metrics. As such, it is a great tool for unlocking more granular trends and insights — for example, identifying patterns in engagement and conversions based on the date users first interacted with your site.
In this guide, we explain the basics of the cohort report and the best way to set one up to get the most out of it.
What is a cohort report ?
In a cohort report, you divide a data set into groups based on certain criteria — typically a time-based cohort metric like first purchase date — and then analyse the data across those segments, looking for patterns.
Date-based cohort analysis is the most common approach, often creating cohorts based on the day a user completed a particular action — signed up, purchased something or visited your website. Depending on the metric you choose to measure (like return visits), the cohort report might look something like this :
Note that this is not a universal benchmark or anything of the sort. The above is a theoretical cohort analysis based on app users who downloaded the app, tracking and comparing the retention rates as the days go by.
The benchmarks will be drastically different depending on the metric you’re measuring and the basis for your cohorts. For example, if you’re measuring returning visitor rates among first-time visitors to your website, expect single-digit percentages even on the second day.
Your industry will also greatly affect what you consider positive in a cohort report. For example, if you’re a subscription SaaS, you’d expect high continued usage rates over the first week. If you sell office supplies to companies, much less so.
What is an example of a cohort ?
As we just mentioned, a typical cohort analysis separates users or customers by the date they first interacted with your business — in this case, they downloaded your app. Within that larger analysis, the users who downloaded it on May 3 represent a single cohort.
In this case, we’ve chosen behaviour and time — the app download day — to separate the user base into cohorts. That means every specific day denotes a specific cohort within the analysis.
Diving deeper into an individual cohort may be a good idea for important holidays or promotional events like Black Friday.
Of course, cohorts don’t have to be based on specific behaviour within certain periods. You can also create cohorts based on other dimensions :
- Transactional data — revenue per user
- Churn data — date of churn
- Behavioural cohort — based on actions taken on your website, app or e-commerce store, like the number of sessions per user or specific product pages visited
- Acquisition cohort — which channel referred the user or customer
For more information on different cohort types, read our in-depth guide on cohort analysis.
How to create a cohort report (and make sense of it)
Matomo makes it easy to view and analyse different cohorts (without the privacy and legal implications of using Google Analytics).
Here are a few different ways to set up a cohort report in Matomo, starting with our built-in cohorts report.
Cohort reports
With Matomo, cohort reports are automatically compiled based on the first visit date. The default metric is the percentage of returning visitors.
Changing the settings allows you to create multiple variations of cohort analysis reports.
Break down cohorts by different metrics
The percentage of returning visits can be valuable if you’re trying to improve early engagement in a SaaS app onboarding process. But it’s far from your only option.
You can also compare performance by conversion, revenue, bounce rate, actions per visit, average session duration or other metrics.
Change the time and scope of your cohort analysis
Splitting up cohorts by single days may be useless if you don’t have a high volume of users or visitors. If the average cohort size is only a few users, you won’t be able to identify reliable patterns.
Matomo lets you set any time period to create your cohort analysis report. Instead of the most recent days, you can create cohorts by week, month, year or custom date ranges.
Cohort sizes will depend on your customer base. Make sure each cohort is large enough to encapsulate all the customers in that cohort and not so small that you have insignificant cohorts of only a few customers. Choose a date range that gives you that without scaling it too far so you can’t identify any seasonal trends.
Cohort analysis can be a great tool if you’ve recently changed your marketing, product offering or onboarding. Set the data range to weekly and look for any impact in conversions and revenue after the changes.
Using the “compare to” feature, you can also do month-over-month, quarter-over-quarter or any custom date range comparisons. This approach can help you get a rough overview of your campaign’s long-term progress without doing any in-depth analysis.
You can also use the same approach to compare different holiday seasons against each other.
If you want to combine time cohorts with segmentation, you can run cohort reports for different subsets of visitors instead of all visitors. This can lead to actionable insights like adjusting weekend or specific seasonal promotions to improve conversion rates.
Try Matomo for Free
Get the web insights you need, without compromising data accuracy.
Easily create custom cohort reports beyond the time dimension
If you want to split your audience into cohorts by focusing on something other than time, you will need to create a custom report and choose another dimension. In Matomo, you can choose from a wide range of cohort metrics, including referrers, e-commerce signals like viewed product or product category, form submissions and more.
Then, you can create a simple table-based report with all the insights you need by choosing the metrics you want to see. For example, you could choose average visit duration, bounce rate and other usage metrics.
If you want more revenue-focused insights, add metrics like conversions, add-to-cart and other e-commerce events.
Custom reports make it easy to create cohort reports for almost any dimension. You can use any metric within demographic and behavioural analytics to create a cohort. (You can explore the complete list of our possible segmentation metrics.)
We cover different types of custom reports (and ideas for specific marketing campaigns) in our guide on custom segmentation.
Create your first cohort report and gain better insights into your visitors
Cohort reports can help you identify trends and the impact of short-term marketing efforts like events and promotions.
With Matomo cohort reports you have the power to create complex custom reports for various cohorts and segments.
If you’re looking for a powerful, easy-to-use web analytics solution that gives you 100% accurate data without compromising your users’ privacy, Matomo is a great fit. Get started with a 21-day free trial today. No credit card required.
Try Matomo for Free
21 day free trial. No credit card required.
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FFMPEG Output File is Empty Nothing was Encoded (for a Picture) ?
4 mars 2023, par Sarah SzaboI have a strange issue effecting one of my programs that does bulk media conversions using ffmpeg from the command line, however this effects me using it directly from the shell as well :


ffmpeg -i INPUT.mkv -ss 0:30 -y -qscale:v 2 -frames:v 1 -f image2 -huffman optimal "OUTPUT.png"
fails every run with the error message :
Output file is empty, nothing was encoded (check -ss / -t / -frames parameters if used)

This only happens with very specific videos, and seemingly no other videos. File type is usually .webm. These files have been downloaded properly (usually from yt-dlp), and I have tried re-downloading them just to verify their integrity.


One such file from a colleague was : https://www.dropbox.com/s/xkucr2z5ra1p2oh/Triggerheart%20Execlica%20OST%20%28Arrange%29%20-%20Crueltear%20Ending.mkv?dl=0


Is there a subtle issue with the command string ?


Notes :


removing
-huffman optimalhad no effect

moving
-ssto before-ihad no effect

removing
-f image2 had no effect

Full Log :


sarah@MidnightStarSign:~/Music/Playlists/Indexing/Indexing Temp$ ffmpeg -i Triggerheart\ Execlica\ OST\ \(Arrange\)\ -\ Crueltear\ Ending.mkv -ss 0:30 -y -qscale:v 2 -frames:v 1 -f image2 -huffman optimal "TEST.png"
ffmpeg version n5.1.2 Copyright (c) 2000-2022 the FFmpeg developers
 built with gcc 12.2.0 (GCC)
 configuration: --prefix=/usr --disable-debug --disable-static --disable-stripping --enable-amf --enable-avisynth --enable-cuda-llvm --enable-lto --enable-fontconfig --enable-gmp --enable-gnutls --enable-gpl --enable-ladspa --enable-libaom --enable-libass --enable-libbluray --enable-libbs2b --enable-libdav1d --enable-libdrm --enable-libfreetype --enable-libfribidi --enable-libgsm --enable-libiec61883 --enable-libjack --enable-libmfx --enable-libmodplug --enable-libmp3lame --enable-libopencore_amrnb --enable-libopencore_amrwb --enable-libopenjpeg --enable-libopus --enable-libpulse --enable-librav1e --enable-librsvg --enable-libsoxr --enable-libspeex --enable-libsrt --enable-libssh --enable-libsvtav1 --enable-libtheora --enable-libv4l2 --enable-libvidstab --enable-libvmaf --enable-libvorbis --enable-libvpx --enable-libwebp --enable-libx264 --enable-libx265 --enable-libxcb --enable-libxml2 --enable-libxvid --enable-libzimg --enable-nvdec --enable-nvenc --enable-opencl --enable-opengl --enable-shared --enable-version3 --enable-vulkan
 libavutil 57. 28.100 / 57. 28.100
 libavcodec 59. 37.100 / 59. 37.100
 libavformat 59. 27.100 / 59. 27.100
 libavdevice 59. 7.100 / 59. 7.100
 libavfilter 8. 44.100 / 8. 44.100
 libswscale 6. 7.100 / 6. 7.100
 libswresample 4. 7.100 / 4. 7.100
 libpostproc 56. 6.100 / 56. 6.100
[matroska,webm @ 0x55927f484740] Could not find codec parameters for stream 2 (Attachment: none): unknown codec
Consider increasing the value for the 'analyzeduration' (0) and 'probesize' (5000000) options
Input #0, matroska,webm, from 'Triggerheart Execlica OST (Arrange) - Crueltear Ending.mkv':
 Metadata:
 title : TriggerHeart Exelica PS2 & 360 Arrange ー 16 - Crueltear Ending
 PURL : https://www.youtube.com/watch?v=zJ0bEa_8xEg
 COMMENT : https://www.youtube.com/watch?v=zJ0bEa_8xEg
 ARTIST : VinnyVynce
 DATE : 20170905
 ENCODER : Lavf59.27.100
 Duration: 00:00:30.00, start: -0.007000, bitrate: 430 kb/s
 Stream #0:0(eng): Video: vp9 (Profile 0), yuv420p(tv, bt709), 720x720, SAR 1:1 DAR 1:1, 25 fps, 25 tbr, 1k tbn (default)
 Metadata:
 DURATION : 00:00:29.934000000
 Stream #0:1(eng): Audio: opus, 48000 Hz, stereo, fltp (default)
 Metadata:
 DURATION : 00:00:30.001000000
 Stream #0:2: Attachment: none
 Metadata:
 filename : cover.webp
 mimetype : image/webp
Codec AVOption huffman (Huffman table strategy) specified for output file #0 (TEST.png) has not been used for any stream. The most likely reason is either wrong type (e.g. a video option with no video streams) or that it is a private option of some encoder which was not actually used for any stream.
Stream mapping:
 Stream #0:0 -> #0:0 (vp9 (native) -> png (native))
Press [q] to stop, [?] for help
Output #0, image2, to 'TEST.png':
 Metadata:
 title : TriggerHeart Exelica PS2 & 360 Arrange ー 16 - Crueltear Ending
 PURL : https://www.youtube.com/watch?v=zJ0bEa_8xEg
 COMMENT : https://www.youtube.com/watch?v=zJ0bEa_8xEg
 ARTIST : VinnyVynce
 DATE : 20170905
 encoder : Lavf59.27.100
 Stream #0:0(eng): Video: png, rgb24, 720x720 [SAR 1:1 DAR 1:1], q=2-31, 200 kb/s, 25 fps, 25 tbn (default)
 Metadata:
 DURATION : 00:00:29.934000000
 encoder : Lavc59.37.100 png
frame= 0 fps=0.0 q=0.0 Lsize=N/A time=00:00:00.00 bitrate=N/A speed= 0x 
video:0kB audio:0kB subtitle:0kB other streams:0kB global headers:0kB muxing overhead: unknown
Output file is empty, nothing was encoded (check -ss / -t / -frames parameters if used)


Manjaro OS System Specs :


System:
 Kernel: 6.1.12-1-MANJARO arch: x86_64 bits: 64 compiler: gcc v: 12.2.1
 parameters: BOOT_IMAGE=/@/boot/vmlinuz-6.1-x86_64
 root=UUID=f11386cf-342d-47ac-84e6-484b7b2f377d rw rootflags=subvol=@
 radeon.modeset=1 nvdia-drm.modeset=1 quiet
 cryptdevice=UUID=059df4b4-5be4-44d6-a23a-de81135eb5b4:luks-disk
 root=/dev/mapper/luks-disk apparmor=1 security=apparmor
 resume=/dev/mapper/luks-swap udev.log_priority=3
 Desktop: KDE Plasma v: 5.26.5 tk: Qt v: 5.15.8 wm: kwin_x11 vt: 1 dm: SDDM
 Distro: Manjaro Linux base: Arch Linux
Machine:
 Type: Desktop Mobo: ASUSTeK model: PRIME X570-PRO v: Rev X.0x
 serial: <superuser required="required"> UEFI: American Megatrends v: 4408
 date: 10/27/2022
Battery:
 Message: No system battery data found. Is one present?
Memory:
 RAM: total: 62.71 GiB used: 27.76 GiB (44.3%)
 RAM Report: permissions: Unable to run dmidecode. Root privileges required.
CPU:
 Info: model: AMD Ryzen 9 5950X bits: 64 type: MT MCP arch: Zen 3+ gen: 4
 level: v3 note: check built: 2022 process: TSMC n6 (7nm) family: 0x19 (25)
 model-id: 0x21 (33) stepping: 0 microcode: 0xA201016
 Topology: cpus: 1x cores: 16 tpc: 2 threads: 32 smt: enabled cache:
 L1: 1024 KiB desc: d-16x32 KiB; i-16x32 KiB L2: 8 MiB desc: 16x512 KiB
 L3: 64 MiB desc: 2x32 MiB
 Speed (MHz): avg: 4099 high: 4111 min/max: 2200/6358 boost: disabled
 scaling: driver: acpi-cpufreq governor: schedutil cores: 1: 4099 2: 4095
 3: 4102 4: 4100 5: 4097 6: 4100 7: 4110 8: 4111 9: 4083 10: 4099 11: 4100
 12: 4094 13: 4097 14: 4101 15: 4100 16: 4099 17: 4100 18: 4097 19: 4098
 20: 4095 21: 4100 22: 4099 23: 4099 24: 4105 25: 4098 26: 4100 27: 4100
 28: 4092 29: 4103 30: 4101 31: 4100 32: 4099 bogomips: 262520
 Flags: 3dnowprefetch abm adx aes aperfmperf apic arat avic avx avx2 bmi1
 bmi2 bpext cat_l3 cdp_l3 clflush clflushopt clwb clzero cmov cmp_legacy
 constant_tsc cpb cpuid cqm cqm_llc cqm_mbm_local cqm_mbm_total
 cqm_occup_llc cr8_legacy cx16 cx8 de decodeassists erms extapic
 extd_apicid f16c flushbyasid fma fpu fsgsbase fsrm fxsr fxsr_opt ht
 hw_pstate ibpb ibrs ibs invpcid irperf lahf_lm lbrv lm mba mca mce
 misalignsse mmx mmxext monitor movbe msr mtrr mwaitx nonstop_tsc nopl npt
 nrip_save nx ospke osvw overflow_recov pae pat pausefilter pclmulqdq
 pdpe1gb perfctr_core perfctr_llc perfctr_nb pfthreshold pge pku pni popcnt
 pse pse36 rapl rdpid rdpru rdrand rdseed rdt_a rdtscp rep_good sep sha_ni
 skinit smap smca smep ssbd sse sse2 sse4_1 sse4_2 sse4a ssse3 stibp succor
 svm svm_lock syscall tce topoext tsc tsc_scale umip v_spec_ctrl
 v_vmsave_vmload vaes vgif vmcb_clean vme vmmcall vpclmulqdq wbnoinvd wdt
 x2apic xgetbv1 xsave xsavec xsaveerptr xsaveopt xsaves
 Vulnerabilities:
 Type: itlb_multihit status: Not affected
 Type: l1tf status: Not affected
 Type: mds status: Not affected
 Type: meltdown status: Not affected
 Type: mmio_stale_data status: Not affected
 Type: retbleed status: Not affected
 Type: spec_store_bypass mitigation: Speculative Store Bypass disabled via
 prctl
 Type: spectre_v1 mitigation: usercopy/swapgs barriers and __user pointer
 sanitization
 Type: spectre_v2 mitigation: Retpolines, IBPB: conditional, IBRS_FW,
 STIBP: always-on, RSB filling, PBRSB-eIBRS: Not affected
 Type: srbds status: Not affected
 Type: tsx_async_abort status: Not affected
Graphics:
 Device-1: NVIDIA GA104 [GeForce RTX 3070] vendor: ASUSTeK driver: nvidia
 v: 525.89.02 alternate: nouveau,nvidia_drm non-free: 525.xx+
 status: current (as of 2023-02) arch: Ampere code: GAxxx
 process: TSMC n7 (7nm) built: 2020-22 pcie: gen: 4 speed: 16 GT/s lanes: 8
 link-max: lanes: 16 bus-ID: 0b:00.0 chip-ID: 10de:2484 class-ID: 0300
 Device-2: AMD Cape Verde PRO [Radeon HD 7750/8740 / R7 250E]
 vendor: VISIONTEK driver: radeon v: kernel alternate: amdgpu arch: GCN-1
 code: Southern Islands process: TSMC 28nm built: 2011-20 pcie: gen: 3
 speed: 8 GT/s lanes: 8 link-max: lanes: 16 ports: active: DP-3,DP-4
 empty: DP-1, DP-2, DP-5, DP-6 bus-ID: 0c:00.0 chip-ID: 1002:683f
 class-ID: 0300 temp: 54.0 C
 Device-3: Microdia USB 2.0 Camera type: USB driver: snd-usb-audio,uvcvideo
 bus-ID: 9-2:3 chip-ID: 0c45:6367 class-ID: 0102 serial: <filter>
 Display: x11 server: X.Org v: 21.1.7 with: Xwayland v: 22.1.8
 compositor: kwin_x11 driver: X: loaded: modesetting,nvidia dri: radeonsi
 gpu: radeon display-ID: :0 screens: 1
 Screen-1: 0 s-res: 5760x2160 s-dpi: 80 s-size: 1829x686mm (72.01x27.01")
 s-diag: 1953mm (76.91")
 Monitor-1: DP-1 pos: 1-2 res: 1920x1080 dpi: 93
 size: 527x296mm (20.75x11.65") diag: 604mm (23.8") modes: N/A
 Monitor-2: DP-1-3 pos: 2-1 res: 1920x1080 dpi: 82
 size: 598x336mm (23.54x13.23") diag: 686mm (27.01") modes: N/A
 Monitor-3: DP-1-4 pos: 1-1 res: 1920x1080 dpi: 93
 size: 527x296mm (20.75x11.65") diag: 604mm (23.8") modes: N/A
 Monitor-4: DP-3 pos: primary,2-2 res: 1920x1080 dpi: 82
 size: 598x336mm (23.54x13.23") diag: 686mm (27.01") modes: N/A
 Monitor-5: DP-4 pos: 2-4 res: 1920x1080 dpi: 82
 size: 598x336mm (23.54x13.23") diag: 686mm (27.01") modes: N/A
 Monitor-6: HDMI-0 pos: 1-3 res: 1920x1080 dpi: 93
 size: 527x296mm (20.75x11.65") diag: 604mm (23.8") modes: N/A
 API: OpenGL v: 4.6.0 NVIDIA 525.89.02 renderer: NVIDIA GeForce RTX
 3070/PCIe/SSE2 direct-render: Yes
Audio:
 Device-1: NVIDIA GA104 High Definition Audio vendor: ASUSTeK
 driver: snd_hda_intel bus-ID: 5-1:2 v: kernel chip-ID: 30be:1019 pcie:
 class-ID: 0102 gen: 4 speed: 16 GT/s lanes: 8 link-max: lanes: 16
 bus-ID: 0b:00.1 chip-ID: 10de:228b class-ID: 0403
 Device-2: AMD Oland/Hainan/Cape Verde/Pitcairn HDMI Audio [Radeon HD 7000
 Series] vendor: VISIONTEK driver: snd_hda_intel v: kernel pcie: gen: 3
 speed: 8 GT/s lanes: 8 link-max: lanes: 16 bus-ID: 0c:00.1
 chip-ID: 1002:aab0 class-ID: 0403
 Device-3: AMD Starship/Matisse HD Audio vendor: ASUSTeK
 driver: snd_hda_intel v: kernel pcie: gen: 4 speed: 16 GT/s lanes: 16
 bus-ID: 0e:00.4 chip-ID: 1022:1487 class-ID: 0403
 Device-4: Schiit Audio Unison Universal Dac type: USB driver: snd-usb-audio
 Device-5: JMTek LLC. Plugable USB Audio Device type: USB
 driver: hid-generic,snd-usb-audio,usbhid bus-ID: 5-2:3 chip-ID: 0c76:120b
 class-ID: 0300 serial: <filter>
 Device-6: ASUSTek ASUS AI Noise-Cancelling Mic Adapter type: USB
 driver: hid-generic,snd-usb-audio,usbhid bus-ID: 5-4:4 chip-ID: 0b05:194e
 class-ID: 0300 serial: <filter>
 Device-7: Microdia USB 2.0 Camera type: USB driver: snd-usb-audio,uvcvideo
 bus-ID: 9-2:3 chip-ID: 0c45:6367 class-ID: 0102 serial: <filter>
 Sound API: ALSA v: k6.1.12-1-MANJARO running: yes
 Sound Interface: sndio v: N/A running: no
 Sound Server-1: PulseAudio v: 16.1 running: no
 Sound Server-2: PipeWire v: 0.3.65 running: yes
Network:
 Device-1: Intel I211 Gigabit Network vendor: ASUSTeK driver: igb v: kernel
 pcie: gen: 1 speed: 2.5 GT/s lanes: 1 port: f000 bus-ID: 07:00.0
 chip-ID: 8086:1539 class-ID: 0200
 IF: enp7s0 state: up speed: 1000 Mbps duplex: full mac: <filter>
 IP v4: <filter> type: dynamic noprefixroute scope: global
 broadcast: <filter>
 IP v6: <filter> type: noprefixroute scope: link
 IF-ID-1: docker0 state: down mac: <filter>
 IP v4: <filter> scope: global broadcast: <filter>
 WAN IP: <filter>
Bluetooth:
 Device-1: Cambridge Silicon Radio Bluetooth Dongle (HCI mode) type: USB
 driver: btusb v: 0.8 bus-ID: 5-5.3:7 chip-ID: 0a12:0001 class-ID: e001
 Report: rfkill ID: hci0 rfk-id: 0 state: up address: see --recommends
Logical:
 Message: No logical block device data found.
 Device-1: luks-c847cf9f-c6b5-4624-a25e-4531e318851a maj-min: 254:2
 type: LUKS dm: dm-2 size: 3.64 TiB
 Components:
 p-1: sda1 maj-min: 8:1 size: 3.64 TiB
 Device-2: luks-swap maj-min: 254:1 type: LUKS dm: dm-1 size: 12 GiB
 Components:
 p-1: nvme0n1p2 maj-min: 259:2 size: 12 GiB
 Device-3: luks-disk maj-min: 254:0 type: LUKS dm: dm-0 size: 919.01 GiB
 Components:
 p-1: nvme0n1p3 maj-min: 259:3 size: 919.01 GiB
RAID:
 Message: No RAID data found.
Drives:
 Local Storage: total: 9.1 TiB used: 2.79 TiB (30.6%)
 SMART Message: Unable to run smartctl. Root privileges required.
 ID-1: /dev/nvme0n1 maj-min: 259:0 vendor: Western Digital
 model: WDS100T3X0C-00SJG0 size: 931.51 GiB block-size: physical: 512 B
 logical: 512 B speed: 31.6 Gb/s lanes: 4 type: SSD serial: <filter>
 rev: 111110WD temp: 53.9 C scheme: GPT
 ID-2: /dev/nvme1n1 maj-min: 259:4 vendor: Western Digital
 model: WDS100T2B0C-00PXH0 size: 931.51 GiB block-size: physical: 512 B
 logical: 512 B speed: 31.6 Gb/s lanes: 4 type: SSD serial: <filter>
 rev: 211070WD temp: 46.9 C scheme: GPT
 ID-3: /dev/sda maj-min: 8:0 vendor: Western Digital
 model: WD4005FZBX-00K5WB0 size: 3.64 TiB block-size: physical: 4096 B
 logical: 512 B speed: 6.0 Gb/s type: HDD rpm: 7200 serial: <filter>
 rev: 1A01 scheme: GPT
 ID-4: /dev/sdb maj-min: 8:16 vendor: Western Digital
 model: WD4005FZBX-00K5WB0 size: 3.64 TiB block-size: physical: 4096 B
 logical: 512 B speed: 6.0 Gb/s type: HDD rpm: 7200 serial: <filter>
 rev: 1A01 scheme: GPT
 ID-5: /dev/sdc maj-min: 8:32 type: USB vendor: SanDisk
 model: Gaming Xbox 360 size: 7.48 GiB block-size: physical: 512 B
 logical: 512 B type: N/A serial: <filter> rev: 8.02 scheme: MBR
 SMART Message: Unknown USB bridge. Flash drive/Unsupported enclosure?
 Message: No optical or floppy data found.
Partition:
 ID-1: / raw-size: 919.01 GiB size: 919.01 GiB (100.00%)
 used: 611.14 GiB (66.5%) fs: btrfs dev: /dev/dm-0 maj-min: 254:0
 mapped: luks-disk label: N/A uuid: N/A
 ID-2: /boot/efi raw-size: 512 MiB size: 511 MiB (99.80%)
 used: 40.2 MiB (7.9%) fs: vfat dev: /dev/nvme0n1p1 maj-min: 259:1 label: EFI
 uuid: 8922-E04D
 ID-3: /home raw-size: 919.01 GiB size: 919.01 GiB (100.00%)
 used: 611.14 GiB (66.5%) fs: btrfs dev: /dev/dm-0 maj-min: 254:0
 mapped: luks-disk label: N/A uuid: N/A
 ID-4: /run/media/sarah/ConvergentRefuge raw-size: 3.64 TiB
 size: 3.64 TiB (100.00%) used: 2.19 TiB (60.1%) fs: btrfs dev: /dev/dm-2
 maj-min: 254:2 mapped: luks-c847cf9f-c6b5-4624-a25e-4531e318851a
 label: ConvergentRefuge uuid: 7d295e73-4143-4eb1-9d22-75a06b1d2984
 ID-5: /run/media/sarah/MSS_EXtended raw-size: 475.51 GiB
 size: 475.51 GiB (100.00%) used: 1.48 GiB (0.3%) fs: btrfs
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Incrementality Testing : Quick-Start Guide (With Calculations)
26 mars 2024, par ErinHow 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.
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.
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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