B
Evidence Grade B
Graded
under review
Safe to Cite
Current
20%
20% -- media budget reallocation rate for Brands implementing incrementality testing (2026)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
20%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Forrester
Primary
Tier B
https://www.darkroomagency.com/observatory/paid-media-strategy-ecommerce-channel-allocation ↗
Source Article
Paid Media Strategy: Ecommerce Channel Allocation Guide
Paid Media Strategy for Ecommerce: How to Allocate Budget Across Channels Without Guessing
PAID MEDIA
Written & peer reviewed by
4 Darkroom team members
PAID MEDIA
Written & peer reviewed by 4 Darkroom team members
TL;DR
Most ecommerce brands build paid media strategy by stacking channels, each with…
Original Research
Forrester
· Original study ↗
Methodology
Range 20-30%; midpoint extracted. Forrester research on marketing measurement as cited by Darkroom.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Brands implementing incrementality testing: 20% media budget reallocation rate. Source: Forrester (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/incrementality-testing-budget-reallocation
HTML Embed
<blockquote cite="https://lighthousedata.io/data/incrementality-testing-budget-reallocation" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>20%</strong> -- media budget reallocation rate for Brands implementing incrementality testing<br><small>Source: Forrester (2026) · <a href="https://lighthousedata.io/data/incrementality-testing-budget-reallocation" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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