concept · 17 connected pages
Incrementality
Incrementality is the causal lift produced by advertising, measured with holdouts, geo splits or platform lift studies rather than inferred from attributed conversions.
It is the only honest arbiter when platform ROAS and blended ROAS disagree.
Still to publish: guide, tool, benchmark, spec.
Also called
Glossary
The time period after ad exposure during which conversions are counted.
A statistical model that estimates the impact of each marketing channel on total sales.
A survey-based experiment measuring how ads change brand awareness, recall, or favorability.
Attribution that credits ads that were seen but not clicked.
Assigns 100% of credit to the last touchpoint before conversion.
The confidence that an observed result isn't due to chance.
Distributes conversion credit across multiple touchpoints in a journey.
An experiment that withholds ads from a subset of users to measure incremental impact.
Text-based ads triggered by keyword queries on search engines.
Assigns 100% of conversion credit to the first touchpoint in a customer's journey.
A controlled experiment comparing two variants to measure which performs better.
An experiment that tests multiple variables at once to find the best combination.
Connected concepts
Put Incrementality on autopilot.
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