The Ecommerce Playbook Podcast

Hosted ByTaylor Holiday & Richard Gaffin

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world.

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The Ecommerce Playbook | Is AppLovin Actually Incremental? 8 Tests, Real Data, Real Results

January 15, 2026 The Ecommerce Playbook Podcast 00:35:56
The Ecommerce Playbook Podcast
The Ecommerce Playbook Podcast
The Ecommerce Playbook | Is AppLovin Actually Incremental? 8 Tests, Real Data, Real Results
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Is AppLovin actually incremental — or just another platform taking credit for demand that already exists?

In this episode, we break down 8 real AppLovin incrementality tests run across live client accounts and share what the data actually shows. No speculation. No theory. Just results.

We cover why AppLovin’s measurement is more conservative than most platforms, how its attribution model impacts reported performance, and why every test so far has come back positively incremental. From there, we move beyond the lab and into execution — sharing tactical learnings from running AppLovin at scale across multiple brands.

You’ll hear practical insights on:

  • How AppLovin incrementality compares to Meta, Google, and YouTube

  • What we’ve learned from real spend, real revenue, and real tests

  • Campaign structure, bidding strategies, and when to consolidate vs segment

  • Creative formats that are working best inside mobile game environments

  • Why AppLovin is emerging as a legitimate “third platform” in the paid media stack

  • What Black Friday & Cyber Monday revealed about AppLovin’s scaling potential

If you’re an e-commerce operator trying to decide whether AppLovin deserves real budget — or just a test — this episode will help you make that call with confidence.

Show Notes: