Chewy advertising has introduced incrementality reporting in dashboard 🚨 Chewy
By Destaney Wishon · May 15, 2026 · Curated by George's Blog
Chewy advertising has introduced incrementality reporting in dashboard 🚨
Chewy is comparing:
Shoppers who saw ads 🔎 vs a similar control group who did not see ads❌
The goal is to estimate: “How many sales were truly caused by advertising vs. sales that likely would have happened anyway?”
In Retail media this is the age old question: Would those customers have purchases anyways? Will we ever know?
In a world with less loyalty, more competition than ever before, and a path to purchase that is ANYTHING but linear, I'm a believer that we might not ever have perfect incrementality. And that's okay.
Great find by Zach Bican!!!