What is the difference between ROAS and incremental ROAS?

Standard ROAS counts every conversion in the exposed group. Incremental ROAS only counts the conversions that happened because of the campaign, subtracting the baseline conversions that would have happened anyway.

How do I use this MCP with Claude?

You connect your Claude desktop app to Vinkius once. After that, you can simply ask Claude to perform incrementality calculations using the capabilities provided by this MCP.

Do I need to host this myself?

No. Vinkius hosts and manages the MCP for you. You just connect your client and start using the capabilities.

What data do I need to provide?

You typically need the size of your exposed and control groups, the number of conversions in each, the total spend, and the average conversion value.

Can I use this for any marketing channel?

Yes. As long as you can provide group sizes and conversion counts, this MCP works for any channel where you can run a controlled test.

What is the difference between reported ROAS and true incremental ROAS?

Reported ROAS treats all conversions as campaign-attributable, which usually overestimates value. True Incremental ROAS uses the calculate_roas_comparison capability to factor in the baseline conversion rate derived from the control group, providing a much more accurate measure of marginal return.

I only have raw cohort sizes and conversions. What should I run first?

You must start by using the calculate_baseline_metrics capability. This establishes the fundamental conversion rates (Control CR and Exposed CR) needed for all subsequent lift calculations.

How do I find the absolute number of extra conversions? Which capability handles this?

The calculate_incrementality_metrics capability is designed for this. It takes your baseline CR and exposed performance data to calculate the absolute incremental conversions, telling you exactly how many extra sales were achieved.

An astronaut overseeing a futuristic data hub

Download PDF Markdown Version

Connect Incrementality Estimator to ChatGPT and Claude

Set it up once and it works in ChatGPT, Claude, Cursor, and any other client you love. It all runs safely in the background, so you can relax and focus on what really matters. Stop overcounting conversions and find your actual ROI.

Ask AI about this Connector

Developed, maintained, and hosted by Vinkius.

MCP VERIFIED · PRODUCTION READY · VINKIUS GUARANTEED

Waiting for input…

Works with modern AI clients that support MCP, including ChatGPT, Claude, Cursor, and more.

Your AI does the work. We keep it safe and sound.

No other AI tool gives you this. Your workflow runs in the client you already love, your account stays protected, and you decide what the agent can and cannot do. It is the whole reason to make the switch.

Each Connector lives inside our infrastructure, the same place where your workflow runs. The three things below are already part of it, working quietly in the background so you never have to think about them. Nothing to add, nothing to set up, nothing to worry about.

V8 Isolate01

Each Connector runs inside its own sealed environment.

Each Connector runs inside its own sealed V8 runtime — no access to your files, your system, or other servers. A Connector never sees past its own request.

Kill Switch02

One switch stops every agent. Instantly.

One action deactivates every Connector, revokes every token, and ends every session at once. AI Governance keeps the record.

FinOps per User03

Spending limits that pause instead of surprise.

Every user keeps their own connections and credentials, isolated from everyone else. Anything that would cross your spending limit is held for your approval, not billed.

Three controls, built into the layer your AI connects through.

Curated set · 3 capabilities

We ship only the actions that matter.

Capability set01 / 01

01-03

3 capabilities in this set.

Part of 3 available through Incrementality Estimator.

01
Calculate roas comparison
This capability compares your reported channel ROAS against the true incremental ROAS. It helps you see how much of your reported return is actually driven by your spend.
02
Calculate baseline metrics
This is the first step in any analysis. It calculates the natural conversion rates for both your control and exposed groups to set a baseline.
03
Calculate incrementality metrics
This capability determines the specific lift caused by your campaign. It outputs absolute lift, percentage lift, and incremental CPA.

Real work

What teams actually run

Testing Campaign Lift

Compare an exposed group against a control group to see if your ads actually changed behavior.

Budget Optimization

Use incremental CPA to decide if you should increase or decrease spend on a specific channel.

ROAS Validation

Check if your platform-reported ROAS is overstating the value of your marketing efforts.

Control Group Analysis

Establish a clean baseline of natural conversion rates before evaluating any marketing intervention.

Automate a task

Put Incrementality Estimator to work on one thing.

Step-by-step automations your AI runs through this Connector: the workflow, the prompts to start with, and the exact capabilities behind each move.

One connector, every AI

Incrementality Estimator works with the most popular AI clients.

These are the most popular clients, each with a step-by-step guide: one link, set up once, with governance and visibility built in. And because everything runs on the MCP standard, the same connection also works in any other compatible client — nothing to rebuild.

Building your own app? The connector is yours to use.

You don't need a client to put Incrementality Estimator to work: the same hosted connection plugs into your own applications and agent code, with the same governance on every request. Build with it, chat with it — one connection for both.

Observed, not estimated

702ms average. Fast in production.

Incrementality Estimator is checked daily against the live service.

Daily averagePeak 892ms

Oct 3Today

Fastest day: 603ms
Slowest day: 892ms
14-day trend: Slowing+9%

Connect your client

One URL. Every client.

Activate the Connector, copy your link, and paste it into the client you already use. 3 capabilities arrive ready to run.

Preview access · not provider authentication

The vk_preview_* token belongs to Vinkius preview infrastructure. It lets Claude discover and display the capabilities of Incrementality Estimator, so you can see the experience inside your AI.

It does not authenticate your account with Incrementality Estimator. Actions requiring credentials or live account data may not run until you activate the Connector and authorize the service.

Incrementality Estimator Connector

You're all set. Choose your MCP client and follow the setup instructions.

Connector linkhttps://edge.vinkius.com/vk_preview_tm5KKoTQEsBfA1gKEU6xiVwb0Wu7MUilDtNGbVTj/mcp

Claude Desktop

Follow the steps below to connect in seconds.

1In Claude Desktop, open Settings → Connectors.
2Click “Add custom connector” and paste the connector link above as the remote MCP server URL.
3Click Add and start a new chat — Incrementality Estimator capabilities are ready to use.

Configuration · claude_desktop_config.jsonCopy

{
  "mcpServers": {
    "incrementality-estimator-mcp": {
      "url": "https://edge.vinkius.com/vk_preview_tm5KKoTQEsBfA1gKEU6xiVwb0Wu7MUilDtNGbVTj/mcp"
    }
  }
}

Claude
ChatGPT
Cursor
VS Code
Windsurf
Claude Code
JetBrains
Cline

Step-by-step instructions for each client are in the guide. How to connect

Guided setup for Claude? Set up Incrementality Estimator in Claude and other AIs

See all the AI clients this connector works with ↑

Who it's for

Built for the work Incrementality Estimator owners hand off.

This MCP is built for performance marketers and data analysts who need to prove the actual value of their media spend.

01
Performance Marketers
They hand off campaign spend and conversion data to the AI to validate budget efficiency.
02
Marketing Analysts
They use the capability to move from simple reporting to rigorous incrementality testing.
03
Media Buyers
They use the output to decide which channels are actually driving growth versus just capturing existing demand.

FAQ

Questions Incrementality Estimator owners ask.

01
What is the difference between ROAS and incremental ROAS?
Standard ROAS counts every conversion in the exposed group. Incremental ROAS only counts the conversions that happened because of the campaign, subtracting the baseline conversions that would have happened anyway.
02
How do I use this MCP with Claude?
You connect your Claude desktop app to Vinkius once. After that, you can simply ask Claude to perform incrementality calculations using the capabilities provided by this MCP.
03
Do I need to host this myself?
No. Vinkius hosts and manages the MCP for you. You just connect your client and start using the capabilities.
04
What data do I need to provide?
You typically need the size of your exposed and control groups, the number of conversions in each, the total spend, and the average conversion value.
05
Can I use this for any marketing channel?
Yes. As long as you can provide group sizes and conversion counts, this MCP works for any channel where you can run a controlled test.
06
What is the difference between reported ROAS and true incremental ROAS?
Reported ROAS treats all conversions as campaign-attributable, which usually overestimates value. True Incremental ROAS uses the calculate_roas_comparison capability to factor in the baseline conversion rate derived from the control group, providing a much more accurate measure of marginal return.
07
I only have raw cohort sizes and conversions. What should I run first?
You must start by using the calculate_baseline_metrics capability. This establishes the fundamental conversion rates (Control CR and Exposed CR) needed for all subsequent lift calculations.
08
How do I find the absolute number of extra conversions? Which capability handles this?
The calculate_incrementality_metrics capability is designed for this. It takes your baseline CR and exposed performance data to calculate the absolute incremental conversions, telling you exactly how many extra sales were achieved.

Explore

More in Analytics

Connect Incrementality Estimator to Claude, Cursor, ChatGPT & more

Your AI does the work. We keep it safe and sound.

Each Connector runs inside its own sealed environment.

One switch stops every agent. Instantly.

Spending limits that pause instead of surprise.

We ship only the actions that matter.

01-03

Calculate roas comparison

Calculate baseline metrics

Calculate incrementality metrics

What teams actually run

Testing Campaign Lift

Budget Optimization

ROAS Validation

Control Group Analysis

Building your own app? The connector is yours to use.

Incrementality Estimator Connector

Claude Desktop

Performance Marketers

Marketing Analysts

Media Buyers

What is the difference between ROAS and incremental ROAS?

How do I use this MCP with Claude?

Do I need to host this myself?

What data do I need to provide?

Can I use this for any marketing channel?

What is the difference between reported ROAS and true incremental ROAS?

I only have raw cohort sizes and conversions. What should I run first?

How do I find the absolute number of extra conversions? Which capability handles this?

Conversion Rate Analytics AI Connector

Conversation Budget & Escalation Engine AI Connector

ECB Interest Rates — Monetary Policy Rates & Banking AI Connector

ECB Exchange Rates — Official EUR Reference Rates AI Connector

Suggestions

Pinduoduo Group-Buying Calculator AI Connector

Google Roads AI Connector

Enterprise Pilot Conversion Analytics AI Connector

Open Exchange Rates AI Connector