What these numbers are, and what they are not

Incremental.ai produces estimates of incremental contribution. That is our best reading of how much revenue each marketing channel actually caused, as distinct from how much it was credited with.

An estimate is not a measurement. We are inferring cause from observational data: what your platforms reported, what your store banked, and how those moved relative to each other. That inference is disciplined, it is documented, and it carries a stated confidence. It remains an inference.

We do not guarantee that any figure we report is correct, and we do not guarantee any business outcome from acting on one.

Every input is data your own platforms and your own store report to us through connections you authorise. We do not audit those platforms and we cannot correct them.

If Meta misreports a conversion, if your analytics tag is missing from a page, if an order is refunded after we read it, or if a platform restates history after the fact, our output moves with it. Several of these are certainties rather than risks: ad platforms restate recent days as a matter of routine, and Google withholds low-volume search terms by design.

Where we can measure a gap, we report it rather than closing it silently. Where we cannot, we say the confidence is low rather than presenting a number as firmer than it is.

We will not tell you that a channel caused a sale when the evidence supports only that it was present before one.

We do not run randomised experiments on your behalf, and outside a genuine holdout test nothing in this product establishes causation in the strict sense. Where our confidence is low, the report says so on its face, and a month that fails our own quality checks is withheld rather than sent with a caveat attached.

You should treat our output as one input to a commercial decision that remains yours.

You are responsible for what you do with what we report.

We do not manage your advertising, we hold read-only access to every platform you connect, and we never create, edit, pause or spend anything in your accounts. If you reallocate budget, pause a channel, or change strategy on the strength of a report, that decision and its consequences are yours.

To the fullest extent permitted by law, we are not liable for lost revenue, lost profit, or any other loss arising from decisions taken in reliance on our estimates. Our total liability is limited as set out in the Terms of Service.

Tell us. A correction supersedes rather than edits: the original report stays in your ledger and the corrected one is filed beside it, so the record of what we told you and when is never rewritten.

If we cannot stand behind a month, we would rather withhold it than send it. That has a cost to you in the moment and it is the only version of this that is worth paying for.