Definition

Incrementality.

Also called: Incremental lift

The part of a result that would not have happened without the marketing — measured by comparing exposed users with a controlled holdout.

Attribution assigns credit; incrementality measures cause. A channel can be credited with many installs that would have occurred anyway, particularly retargeting and branded search.

Incrementality is measured with holdout tests, geo experiments or conversion-lift studies. It is the standard to hold channel ROAS to before scaling.

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