What is the difference between attributed revenue and incremental revenue?

Attributed revenue is revenue that a platform or tool claims credit for based on a click, view, or touch in the attribution window. Incremental revenue is the revenue you would not have captured if the specific program had not run. Attributed revenue can include revenue that would have happened anyway. Incremental revenue, measured via a holdout test, isolates only the lift caused by the program.

What is a holdout test in ecommerce?

A holdout test randomly withholds a segment of your audience from receiving a specific marketing program, such as an email flow or visitor identification campaign. It then compares the revenue generated by the treated group against the holdout group. The difference is the incremental revenue: what you captured because the program ran.

Why is attributed revenue getting less reliable after iOS 26?

iOS 26 Advanced Fingerprinting Protection strips browser identifiers that ad platforms and attribution tools use to match ad clicks to conversions. When those signals degrade, platforms report fewer attributed conversions even if underlying behavior has not changed. The result is that attributed revenue numbers fall while actual revenue may be stable, widening the gap between what attribution dashboards show and what the business actually generated.

How does a holdout test work for visitor identification?

A visitor identification holdout test randomly assigns a percentage of identified visitors to a holdout group that does not receive Klaviyo flows. The remaining identified visitors receive flows as normal. At the end of the test window, revenue from both groups is compared. The difference represents the incremental revenue generated by identifying and activating those visitors.

What is a good incremental ROAS for visitor identification?

Incremental ROAS benchmarks vary by brand size and traffic volume. A holdout-measured result of 4-6x or higher on a visitor identification program is a strong signal that the program is generating genuine lift, not attribution overlap. TUSHY measured 6x ROI on $17,000 spend using a holdout-controlled test with Tie.

Can Tie prove incrementality before I commit to a full subscription?

Yes. Tie's paid POC is structured as a holdout-based incrementality test. It produces a report showing the revenue generated by identified visitors versus the holdout group. That report is the number you evaluate before deciding on a full program.

What is the difference between last-click attribution and holdout incrementality?

Last-click attribution assigns all revenue credit to the last interaction before purchase. It does not account for revenue that would have happened without that interaction. Holdout incrementality compares a treated group against a withheld control group. It measures only the revenue that happened because the program ran, stripping out the revenue that would have occurred anyway.