> For the complete documentation index, see [llms.txt](https://help.impact.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.impact.com/brand/zh/what-would-you-like-to-learn-about/platform-features/cross-channel-performance-insights/optimize-reports/incrementality-faq.md).

# 增量贡献常见问题

增量性通过显示如果没有该合作伙伴，哪些转化不会发生，从而衡量每个合作伙伴带来的真实价值。这有助于确保你不会砍掉实际上正在推动增量销售的合作关系。增量性用于 [增量性仪表板](/brand/zh/what-would-you-like-to-learn-about/platform-features/cross-channel-performance-insights/optimize-reports/incrementality-dashboard-explained.md) 以及 [按合作伙伴增量报告](/brand/zh/what-would-you-like-to-learn-about/platform-features/cross-channel-performance-insights/optimize-reports/incrementality-by-partner-report.md).

<details>

<summary>增量性仪表板回答哪些问题？</summary>

该 [增量性仪表板](/brand/zh/what-would-you-like-to-learn-about/platform-features/cross-channel-performance-insights/optimize-reports/incrementality-dashboard-explained.md) 提供可帮助回答以下问题的洞察：

* 每个合作伙伴贡献了多少增量价值？
* 如果我移除一个合作伙伴，我会损失多少收入？
* 我是否对某些合作伙伴付得过少或过多？

</details>

<details>

<summary>增量性百分比是什么意思？</summary>

*增量性百分比* 显示了合作伙伴的行为或收入中有多少部分带来了真正的额外价值。

* *高增量性百分比* = 合作伙伴正在推动真实的额外价值（例如，许多单独、引荐或收尾触点）。
* *公式*：模型分配的总分数 ÷ 合作伙伴参与的总订单数。

</details>

<details>

<summary>增量性百分比是如何计算的？</summary>

该计算使用 *U形时间衰减归因模型* ，不仅仅给最后一次点击分配功劳，而是将功劳分配给所有接触点。第一次和最后一次互动被认为最重要，因此获得的权重高于中间的互动。

该计算的 *7天时间衰减模型* 意味着越接近转化的互动获得的功劳越多。例如，转化前1天的互动，权重是转化前8天的互动的两倍。转化路径中的第一步和最后一步也会获得额外权重。

该模型确保那些帮助开启或完成旅程，或在接近转化时作出贡献的合作伙伴获得更高权重。

<div data-with-frame="true"><figure><img src="https://1186853034-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-9af6fb235157bea0ce6081fb70c3fa9cc335a310%2Fd0d7c21c745477cc190574990a5d46ad774c4b4f43bb6eebc875c524a6dc0827.png?alt=media" alt=""><figcaption></figcaption></figure></div>

</details>

<details>

<summary>什么是调整后的CPA和调整后的ROAS？</summary>

*调整后的CPA/ROAS* 通过只显示增量行为或收入的成本和回报来考虑增量性。这些指标可帮助你设定公平的绩效目标：

* 调整后的CPA = 在仍能获得价值的情况下，你可以支付的最低每次行动成本。
* 调整后的ROAS = 你可以从增量价值中预期获得的最高广告支出回报。

</details>

<details>

<summary>为什么调整后的ROAS/CPA可能与标准ROAS/CPA不同？</summary>

在最后点击模型下，如果另一个渠道“截胡”了合作伙伴的贡献，该合作伙伴可能无法获得功劳。增量性报告会更公平地分配功劳，通常会显示某个合作伙伴带来的价值比原本认可的更多。

</details>

<details>

<summary>我如何使用这些洞察来做决策？</summary>

* 识别哪些合作伙伴正在推动真正的增量销售。
* 比较标准与调整后的CPA/ROAS，看看你是否付得过少或过多。
* 利用这些洞察决定是优化、重新谈判，还是扩大合作关系。

</details>


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