The non-incremental report displays the click behaviour of users who have been categorised as non-incremental. These users, based on past click behaviour, have been determined to offer no incremental value for your ad spend.

For the report to display meaningful data your account needs to be set up to maximise the click monitoring and detection of non-incremental users.

The Site tag allows us to detect and record user behaviour that takes place across your site. We use this data to help improve the accuracy of user identification to ensure we’re tracking and collating users to identify them as non-incremental. Without the site tag installed on your site the accuracy of user identification is affected.

Additionally, the Site tag is required for us to track any user who returned organically to your site once excluded from advertising. This returning behaviour is beneficial as it showcases the non-incremental nature of these users and the spend you have saved by excluding them. We are unable to track this returning user behaviour at all without Site tag implementation. Reporting for returning users will be coming soon.

How to implement Site tag

Click threshold rules are rules defined by you that set limits on how many times a user can click on your ads before we categorise them as non-incremental and attempt to exclude them from being served further ads.

These rules are the primary method to identify non-incremental users and should be based on your unique click frequency data available in the click frequency report to exclude users who click a disproportionate number of times compared to your standard user base.

Learn more about Click threshold rules