If this channel disappeared, what would you still keep?

Enter channel spend, attributed return, and how much of that return you believe is truly incremental. Get a directional lift estimate, not causal proof.

Paid spend for the channel or campaign period
How is attributed return reported?
Platform or model ROAS (revenue ÷ spend)
How do you estimate incrementality?
0 to 100. What share would disappear if the channel paused?

What this helps you decide

Platform ROAS counts credit. Incrementality asks what you would still keep if the channel went dark. Use this to pressure-test scale decisions before you raise budget.

  • Estimated incremental revenue
  • Incremental ROAS vs reported ROAS
  • Spend tied to non-incremental sales
  • Shareable link for team review

Reported ROAS looks strong, but lift feels soft?

fisagency helps values-led brands separate credit from true growth so spend follows what actually moves demand.

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Decisions

Incrementality questions founders ask

Use these before you treat a lift estimate as proof.

Is this causal proof of incrementality?

No. This is a directional estimate from your assumptions. True incrementality needs geo tests, holdouts, or similar experiments.

What is baseline or organic share?

The share of attributed sales you believe would still happen if the channel paused: brand search, direct, word of mouth, or other unpaid demand.

Should I enter ROAS or attributed revenue?

Either works. ROAS times spend equals attributed revenue. Use whichever you already trust from the platform or your model.

What does wasted spend mean here?

It is the portion of channel spend tied to non-incremental sales under your assumption. It is a planning label, not an accounting write-off.

How do I pick an incremental percent?

Start conservative if brand demand is strong. Prospecting often looks more incremental than retargeting. Update the estimate when you run a real lift test.

What should I do after this estimate?

Compare incremental ROAS to reported ROAS, then check blended CAC and payback before you scale the channel.