The incrementality index shows the incremental value of every traffic source within the customer journey on a granular level. The metric reflects the percentage of the customer journey that should be attributed to you based on our 3 KPIs:

Length: The average amount of touchpoints within a customer journey.

Density: The market share of a traffic source within a customer journey. The more the traffic source occurs in the customer journey, the higher the density percentage

Position: The average position of a traffic source within the customer journey.

The incrementality index is expressed as a percentage; the higher the percentage, the greater your incremental value.