New attribution capability combines customer journey data with incrementality experiments and marketing mix modeling to support campaign optimization and budget allocation

Sellforte, a measurement and optimization platform for retail and ecommerce businesses, has launched Sellforte Incremental Pixel, a new attribution capability designed to help marketers distinguish between sales influenced by advertising and sales that advertising actually generates.

The solution combines customer journey data with causal evidence from incrementality experiments and Marketing Mix Modeling (MMM). It aims to provide ecommerce and retail marketing teams with a unified measurement approach for daily paid media optimization and longer-term investment decisions.

Traditional attribution methods can assign credit for the same purchase to multiple advertising platforms or favor channels that appear closest to the conversion. Sellforte says its new capability addresses these challenges by counting each order once and calibrating channel attribution using evidence from incrementality experiments and MMM.

Combining Attribution With Incrementality Measurement

Sellforte Incremental Pixel serves as the company’s website tracking layer, anchoring attribution to actual orders. Conversion Lift and GeoLift experiment results are then used to adjust the credit assigned to individual channels based on their demonstrated incremental contribution.

This approach is intended to reduce credit for channels that receive attribution for purchases that would likely have occurred without the advertising. Conversely, prospecting and video campaigns can receive more credit when experiments indicate that their contribution to sales exceeds what browser-based tracking captures.

By incorporating causal evidence into attribution, the platform aims to provide a clearer picture of how different media investments contribute to incremental revenue.

Campaign-Level Insights for Daily Optimization

The new capability provides performance metrics at the campaign, ad set and individual ad levels, including incremental return on ad spend. Marketers can use these insights to evaluate and adjust campaigns based on their estimated contribution to additional sales.

The platform also presents platform-reported performance alongside incremental results, helping teams identify where advertising platforms may overstate or understate their contribution.

Sellforte positions this campaign-level measurement as complementary to MMM, which supports broader strategic decisions about budget allocation across marketing channels.

Supporting More Reliable Advertising Decisions

“Ad platforms are very good at taking credit, so their numbers often add up to more sales than you actually made,” said Juha Nuutinen, CEO of Sellforte.

He said performance teams need reliable daily measurements and explained that the new capability combines order-level tracking with experiments and marketing mix modeling to help marketers optimize for the sales their advertising actually generates.

The approach reflects a broader effort across marketing measurement to reconcile platform-reported conversions with evidence of incremental business outcomes.

Flexible Integration With Existing Measurement Tools

Retailers and ecommerce businesses can adopt Sellforte Incremental Pixel or use data from their existing attribution infrastructure. Organizations already using Google Analytics 4, Snowplow or specialist attribution providers can bring that data into Sellforte for calibration against incrementality experiments and MMM.

This flexibility allows businesses to retain their current tracking setup while adding another layer of measurement intended to connect campaign performance with incremental sales.