Credible Measurement
Furthr's measurement methodology separates real incremental impact from correlated spending, giving you numbers that finance teams trust.
Gross Attribution Inflates Results
Traditional marketing attribution counts anyone who used an offer before purchasing. But many of those customers would have bought anyway—they were already loyal or planning to shop.
This inflates ROAS figures and makes it impossible to know which campaigns actually drove growth versus which ones just subsidized existing demand. True incremental measurement separates real acquisition from correlated spending.
Common Attribution Problems:
- ✕Last-click attribution ignores causality
- ✕No distinction between new and existing customers
- ✕Inflated ROAS that doesn't survive finance scrutiny
- ✕Siloed data across different partners
Gross Attribution (Industry Standard)
Includes all sales from offer users—even those who would have bought anyway
Furthr Incremental Measurement
Only counts sales that wouldn't have happened without the offer
How We Measure Incremental Impact
Furthr uses rigorous statistical methods to isolate the true causal effect of your marketing spend.
Baseline Comparison Analysis
We compare customer behaviour before and after offer exposure, analysing spending patterns to isolate true incremental impact.
Customer Segmentation
Every redemption is classified: genuinely new customer, reactivated lapsed customer, or existing loyal customer.
Incremental ROAS Calculation
Return on ad spend is calculated only on the incremental revenue: sales that would not have happened without the offer.
Multi-Channel Attribution
Aggregated performance across all bank partners and channels, with clear per-channel breakdowns.
Know Exactly Who You're Acquiring
Every redemption is classified into one of three categories, so you know exactly where your marketing dollars are going.
New Customers
First-time purchasers with no prior transaction history. True customer acquisition.
Reactivated Customers
Lapsed customers who returned after a significant absence. Win-back success.
Existing Customers
Already-loyal customers who would likely have purchased anyway. Important to track, but not incremental.
Example Campaign Breakdown
Example data. Individual results vary.
Built for Finance-Grade Scrutiny
Every metric is fully traceable, auditable, and documented. No black boxes, no hidden assumptions.
Full Transparency
See exactly how every metric is calculated. No black boxes, no hidden assumptions.
Privacy-First
All attribution is done at the transaction level without exposing individual customer data.
Audit Trails
Complete documentation for every calculation, exportable for internal finance review.
Third-Party Validation
Methodology reviewed by independent measurement specialists.
* All figures, percentages, and metrics shown on this page are illustrative examples only and do not represent actual results, guarantees of performance, or typical outcomes. Incremental uplift analysis requires access to transaction data via an approved payment processor integration or manual data feed; availability and accuracy vary by merchant configuration and bank partnership.
Ready for Measurement You Can Trust?
See how Furthr's incremental measurement can give you clarity on what's actually driving growth.