Incrementality
Measuring whether an ad or campaign brings additional sales or conversions that would not have happened without it.
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Why it matters
Ad platforms claim conversions, but some of those people would have bought without the ad. Incrementality shows the ad's real contribution: especially on brand searches and remarketing, there can be a big gap between reported value and real additional contribution. It is measured through tests with a control group.
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Example
A shop pauses its remarketing ads for two weeks in randomly selected regions. Sales in the paused regions drop only slightly; it turns out only a small part of the reported value was real additional contribution, and the budget is shifted to new-customer campaigns.
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Common mistake
Assuming that the conversions in platform reports were created by the ad alone. Real contribution can only be measured against a comparison group that did not see the ad.
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Related terms
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