Most of the work in adding new channel happens before you ever launch the new tactic. If you don't: set expectations and timelines, define success metrics, get the right technology in place, and decide what happens after the test, then what happens in the test won't actually matter that much because you haven't done the work up front to align with your client.

Looking for better insights on attribution and incrementality? Check our our Bi-Modal Attribution at MintMeasure.com