What is incrementality in marketing?

Incrementality measures extra sales from a campaign — stuff that wouldn't happen without it. Liquid Death uses it to ditch tactics that just shift existing buys.

How does Ibotta LiveLift work for brands like Liquid Death?

It compares promo-seers vs. similar non-seers via retailer data, tracks purchase differences in real-time, and flags winners/losers for budget shifts.

Will incrementality testing replace traditional ROAS?

It's killing it — ROAS self-serves; incrementality demands proof. Expect it to dominate CPG as data gets richer.

📏 Measurement & Attribution

Liquid Death Just Weaponized Real-Time Sales Data to Slaughter Ineffective Ads

Picture this: You're grabbing a sparkling water at Walmart, unaware that a canny algorithm just greenlit that promo because it actually boosted sales—not just vanity metrics. Liquid Death's new trick with incrementality is turning marketing guesswork into precision strikes.

AdTech Beat Apr 11, 2026 5 min read

Liquid Death canned water display in store aisle with data charts overlay showing sales lift

⚡ Key Takeaways

Liquid Death uses Ibotta's LiveLift for real-time incrementality, axing ineffective promos mid-flight. 𝕏
Shifts focus from superfans to lapsed buyers, boosting efficiency in no-loyalty CPG. 𝕏
Bottom-funnel proof unlocks confident top-funnel spends like TV and collabs. 𝕏

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AdTech Beat

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#CPG marketing #Ibotta LiveLift #Liquid Death #incrementality #retail media

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Originally reported by AdExchanger

⚡ Key Takeaways

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