B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
36.2%
36.2% -- share of marketers increasing incrementality testing investment for US marketers (2026)
36.2% of US marketers are investing more in incrementality testing according to eMarketer.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
36.2%
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
eMarketer
Primary
Tier B
https://www.darkroomagency.com/observatory/incrementality-testing-vs-mmm-2026 ↗
Source Article
Incrementality Testing vs MMM: Growth Teams Need Both
PAID MEDIA
Incrementality Testing vs Media Mix Modeling: What Growth Teams Actually Need in 2026
Written by Darkroom leardership
Written & peer reviewed by 4 Darkroom team members
TL;DR: Incrementality testing and media mix modeling are not competitors. They measure different things at different tim…
Original Research
eMarketer
· Original study ↗
Methodology
Cited from eMarketer survey data
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
US marketers: 36.2% share of marketers increasing incrementality testing investment. Source: eMarketer (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/us-marketers-increasing-incrementality-testing-investment-2026
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<blockquote cite="https://lighthousedata.io/data/us-marketers-increasing-incrementality-testing-investment-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>36.2%</strong> -- share of marketers increasing incrementality testing investment for US marketers<br><small>Source: eMarketer (2026) · <a href="https://lighthousedata.io/data/us-marketers-increasing-incrementality-testing-investment-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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