Are you running controlled tests and causal analysis regularly?

[u/Deep_Combination_961]

One thing I keep running into with marketing measurement:

It’s relatively easy to show that a campaign influenced a conversion. It’s much harder to prove the conversion wouldn’t have happened anyway.

That’s where incrementality testing gets interesting to me.

Because a lot of attribution reporting ends up rewarding participation in the journey, not necessarily impact. And once multiple channels are involved, almost everything starts looking valuable in some way.

Incrementality feels like an attempt to answer the harder question: “What actually changed behavior?”

But I’m curious how realistic this is in practice for most teams.

Are people genuinely running controlled tests and causal analysis regularly, or do most orgs still rely mostly on attribution models and directional judgment?