Drive and measure outcomes that should not exist

Incremental Measurement is Anonymised's proprietary technology for measuring the true effectiveness of advertising campaigns. It determines how many conversions or sales a campaign actually caused — as distinct from conversions that would have happened anyway — including across the 60% of impressions that carry no matched user ID and are invisible to standard attribution tools.

Last-click and pixel-based attribution only measure what they can see: users who were already cookied, logged in or otherwise identified. They systematically miss cookieless browsers, Safari users, iOS traffic and CTV impressions — typically 40–60% of a campaign's total reach. This means advertisers routinely undercount conversions and misattribute performance to a narrow, easily measurable slice of traffic.

Incremental Conversions deterministically measures the number of conversions driven by a campaign using Anonymised's on-device AI and cross-domain data, without requiring matched user IDs. Incremental Sales measures a campaign's impact on product sales within a specific postcode or geographic unit, using Anonymised's IP stabilisation and enhanced geolocation data to improve accuracy — making it particularly useful for retail and location-based advertisers.

Yes. Incremental Measurement can be applied to any campaign, regardless of which DSP, SSP or data provider was used for targeting. It is a measurement layer that sits independently of the targeting infrastructure, so you can use it to evaluate the true performance of existing activity as well as new Anonymised-powered campaigns.

The entire methodology is built around Anonymised's on-device processing model. No personal data is transferred to Anonymised's servers. Conversion signals and geographic uplift data are derived from aggregated, anonymised outputs — making the product GDPR-compliant and compatible with consent-based frameworks across markets.

Yes. When used alongside Campaign Agent, Incremental Measurement data feeds directly into the agent's optimisation loop — allowing it to identify which audience segments and inventory sources are driving genuine incremental outcomes and shift budget accordingly.

Incremental Measurement is available to advertisers working with Anonymised. Book a demo to discuss your measurement setup and existing attribution gaps.