From Proof to Growth: How Incrementality Shapes Where We Grow Next

Every UA manager faces the same question: is this spend actually driving growth? Incrementality tests promise an answer, but many teams still struggle to trust the results or turn them into decisions.

In this panel, UA and growth leaders share how they’ve moved from proof to action. They cover how their measurement setup has evolved, what they do when a lift result challenges their assumptions, and how incrementality shapes not just where budget goes but which audiences and messages they pursue.

Looking ahead to 2027, they’ll discuss how this year’s learnings feed into their plans, and where human judgment still needs to go beyond the model. You’ll leave with practical ideas for finding your next growth lever.