Demand Gen Lead: How to Track the Conversion Impact of Brand Campaigns with RevSure

Websites are the hub of any brand as they drive awareness, deliver exposure, and serve as the landing destination for countless digital campaigns. But in today’s landscape of privacy controls, ad blockers, and evolving buyer behavior, it’s increasingly complex to prove the true impact of that traffic.

That’s where RevSure’s incrementality testing becomes essential. Rather than relying solely on attribution models, incrementality testing shows how a campaign channel, type, or name touch directly influences conversion rates by comparing exposed vs. unexposed cohorts to reveal real lift.

Step 1: Define the Conversion Window and Outcome You Want to Measure

Incrementality starts by isolating the outcome you want to evaluate:

• Choose a Target Conversion Stage: For B2B teams, this is often meeting set, opportunity creation, or pipeline contribution, and not just early-stage form fills.
• Set a Timeframe: In RevSure, define how contacts progress from one funnel stage to another (e.g., new lead → meeting set) within a designated window to measure lift. Align this with your average sales cycle.

Actionable Tip: Use the Campaign Lift Analysis – Individual Campaigns widget with filters to demonstrate how touches from the Direct channel, combined with paid social (like LinkedIn), impact conversion rates.

Step 2: Segment Your Audience with Test and Control Groups

To reveal true incremental impact, RevSure automatically segments your audience:

• Exposed vs. Unexposed: Distinguish individuals or accounts who engaged with a specific channel, campaign type, or name from those who did not.
• Matched Cohorts: Normalize both groups using filters for industry, persona, region, or funnel stage.
• Touch-Level Tracking: RevSure captures every interaction, even non-click impressions like thought-leader ads or sponsored posts, to ensure full journey visibility.

Step 3: Compare Conversion Outcomes Across Groups

With cohorts defined, RevSure quantifies the difference:

• Conversion Rate Lift: Instantly visualize conversion rates across test and control groups (e.g., 14% for exposed vs. 7% for unexposed).
• Statistical Confidence: See whether the results meet significance thresholds using built-in effect size and sample analysis.
• Stage Progression Analysis: Understand how exposed groups advanced through key funnel stages like MQL → SAL → SQL.

Actionable Tip: Use “any touch” attribution for these tests, since influence may not always occur at the beginning or end of a journey, but still plays a critical role in conversion.

Step 4: Visualize Lift and Report Campaign Impact with Confidence

Turn insights into strategy using RevSure’s reporting tools:

• Lift by Channel or Campaign Type: Analyze performance by channel (e.g., paid search, paid social) or asset type (e.g., Sponsored Update, Sponsored InMail).
• Export-Ready Dashboards: Incorporate RevSure visuals directly into board decks, campaign reviews, or QBRs with confidence.

Pro Tip: Create a Campaign Influence Effectiveness report to compare high-lift vs. low-lift campaigns and refine your go-forward budget strategy.

Step 5: Apply Learnings to Budget Allocation and Future Planning

Incrementality testing moves beyond measurement, it enables smarter execution:

• Budget Reallocation: Shift spend toward campaign elements (channel, type, or name) that show measurable lift.
• Quarterly Testing Cadence: Make incrementality testing part of your campaign lifecycle to stay responsive and strategic.

Pro Tip: Use RevSure’s campaign performance prediction to forecast future ROI based on historical lift trends and audience behaviors.

Conclusion: Prove What’s Working. Pivot When It’s Not.

Incrementality testing with RevSure gives Demand Gen Leaders the ability to:

• Validate upper-funnel and branding investments
• Quantify statistically significant lift from campaigns
• Make budget decisions based on the true impact
• Share confident, data-backed insights across teams

Incrementality testing isn’t just another report, it’s a strategic imperative. With RevSure, it’s also easier than ever.

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