What Is Incrementality? Definition
Incrementality is the portion of results, such as sales or sign-ups, that an advertising campaign caused and that would not have happened without it.
Why it matters
Platform reports often credit ads for purchases that were already likely, especially from brand searches and retargeting. Incrementality separates real lift from coincidence.
How it is tested
Common methods are holdout groups that do not see the ads, geo experiments that advertise in some regions and not others, and platform conversion-lift studies. The gap between the exposed group and the held-out group is the incremental result.
How to use it
Compare incremental results to cost, and move budget to channels with the best incremental return. See the paid media budget guide.
Related terms: ROAS, paid media, retail media.
Related terms