Many businesses face tough challenges when it comes to measuring marketing incrementality because the nature of their product implies conversions that happen at multiple stages. Marketing activity drives new users or customers to the first stage, and then some proportion of those customers “convert” into a subsequent stage. This may look like conversion between: Free trial and paid subscription Account creation to account funded (e.g., fintech) Submitting an application to application approved (e.g., insurance) MQL to SQL or to closed-won deal For these types of businesses it can be very difficult to assess the “true” incrementality of marketing programs because the customer action most likely driven by marketing is not the customer action that drives profit for the business. This…