The Incrementality Gap: When Performance Campaigns Replace Organic Growth
Blended ROAS looks strong. Paid installs are scaling. But is total growth actually increasing? In 2026, the question isn’t efficiency — it’s incrementality. In 2026, performance marketing isn’t just about scale. It’s about net growth. Across the industry, the same pattern keeps repeating: Paid installs increase Total installs remain flat Organic contribution quietly declines Blended […]
