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" ... By using lookback windows to help measure true incrementality, marketers can truly understand if their ad spending drove more sales than would have happened anyway. This way, they also reduce the risk of getting ripped off by ad tech vendors and agencies claiming credit for sales that would have happened anyway. An astute colleague observed "if you're killing it on all your vanity metrics, there is literally zero incentive to ask the hard question whether any of it is driving any incremental business." But you should, if you want to do real marketing. ... "