AppLovin’s Incrementality Is INSANE

AppLovin’s incrementality is way bigger than anyone expected, and in this episode of the DTC Hotline, we break down exactly why.

With Black Friday/Cyber Monday right around the corner, brands are scrambling to understand whether AppLovin is a true “next-Meta” opportunity… or just hype. After running multiple incrementality tests across CTC’s client portfolio, the results are clear: this channel is creating more business value than the platform reports.

In this episode, Richard, Tony, and Luke explain:

• Why AppLovin is showing insane incremental lift

• How scale compares to Meta, Snap, and Pinterest

• The exact setup (pixel, feed, creative) you need right now

• Why BFCM performance will look inflated — and what to do after

• How to think about becoming an AppLovin advertiser in 2025

• The mindset shift brands need to win new channels

If you’re considering AppLovin for BFCM or planning your 2025 media mix, this episode is your blueprint.

Show Notes:

• Whether you're running paid ads on Meta, Google, or TikTok, FERMÀT can help you increase your conversion rates without touching your website. https://www.fermatcommerce.com/ctc

• Explore the Prophit System: https://www.prophitsystem.com

• The DTC Hotline mailbag is open — email us at podcast@commonthreadco.com to ask us your eComm questions.