“It just becomes imprecise at small volumes of data you need a critical mass of data for your analysis to be useful uh right... i think the fact that they're not an antidote to all of the havoc that att has uh brought us about they're applicable to a tiny flavor of the advertisers out there.”

Incrementality Testing Requires Enormous Budgets — Focus On Product Fundamentals First

Every post-ATT discussion surfaces incrementality testing and media mix modeling as solutions. Shamanth's reality check: these tools require multi-million monthly budgets and multiple channels to generate statistically meaningful signals. For most subscription app founders spending low-to-mid six figures monthly on a handful of channels, the answer is simpler — blended metrics, a good product, and solid monetization. Don't let measurement complexity distract from product fundamentals.