Junaid Ahmed
Content Writer & Digital Marketer
Junaid Ahmed is a content and copywriter with 3+ years of experience creating research-driven content across SaaS, B2B, ecommerce, and digital marketing. He specializes in turning complex topics into clear, practical content that helps marketers better understand their challenges, evaluate solutions, and make informed decisions. His work spans educational content, industry insights, and actionable marketing guides.
Read articles by Junaid
Identity resolution software: 10 best tools (2027)
Choosing identity resolution software is harder than selecting the product with the longest feature list. One business needs to connect anonymous website visits with signups and revenue. Another must reconcile millions of inconsistent customer records across databases, devices, and stores. Both needs involve identity resolution, but the required software can be completely different. A marketing […]
Identity resolution: How it works, types, and examples
A buyer clicks your LinkedIn ad, reads an article, returns through search, and signs up for a trial. Two weeks later, their company buys a subscription. Your ad platform, website analytics, product database, and billing tool may each hold part of that story under a different identifier. That is the problem identity resolution addresses. By […]
What is PPC advertising? How it works and what it costs
PPC (pay-per-click) is a digital advertising pricing model in which an advertiser pays when someone clicks an ad. It is widely used in paid search, where businesses bid to reach people searching for relevant products or services. PPC can generate visits quickly, but paying for traffic does not guarantee customers or profit. A campaign with […]
How to calculate incrementality with formulas and examples
To calculate incrementality, subtract the control group’s conversion rate from the treatment group’s rate. That gives absolute lift in percentage points. Divide the difference by the control rate for relative lift, or multiply it by the eligible treatment population to estimate additional conversions. For example, one campaign can show 200% relative lift while 66.7% of […]
Incrementality testing guide to running reliable lift tests
Incrementality testing measures the additional conversions or revenue caused by a marketing activity by comparing observed outcomes with a credible estimate of what would have happened without it. The strongest tests assign comparable customers or markets to treatment and control conditions before measuring lift. A campaign might claim 360 purchases, but a valid holdout can […]
iROAS in marketing explained with formulas and examples
iROAS, or incremental return on ad spend, estimates how much additional revenue advertising creates for each dollar of relevant spend. It uses a causal revenue estimate rather than the conversion value assigned by an attribution model. An ecommerce campaign can show 4.50x attributed ROAS while a controlled study estimates 2.33x iROAS. Both figures can be […]
Incremental revenue: Formula, examples, and measurement
Incremental revenue is the additional revenue a business expects or generates from a decision compared with a defined baseline. The basic formula is revenue with the decision minus baseline revenue. For example, $60,000 in sales against a $50,000 baseline gives a $10,000 difference. That figure has a critical qualification: a before-and-after increase does not prove […]
Incrementality vs. attribution: When to use each
Attribution and incrementality answer different marketing questions. Attribution assigns conversion credit to recorded touchpoints. Incrementality estimates what additional outcomes occurred because a defined marketing activity ran. A retargeting campaign might receive credit for 400 purchases, while a randomized holdout estimates only 150 additional purchases. The numbers can both be defensible because they describe different things. […]
Incrementality in marketing: How to measure real lift
Incrementality in marketing measures the additional conversions, customers, or revenue caused by a campaign compared with what would have happened without it. A credible comparison, often a randomized treatment and control, estimates the outcomes that would have happened anyway. This is the difference between conversion credit and causal impact. A retargeting campaign might claim 500 […]