Measuring the conversions that wouldn't have happened without your campaign — advertising's real causal effect.
Incrementality separates sales caused by advertising from those that would have happened anyway. It's measured through controlled tests: holdout groups, geo-experiments (cutting a channel in some regions), or platform conversion lift studies.
Classic attribution assigns conversions; incrementality proves causality. Retargeting, for instance, shows spectacular ROAS but often low incrementality: it 'recovers' customers already convinced.
"We run quarterly incrementality tests on the main budget lines. Budgets get reallocated toward what causes sales, not what claims them."
Let's conduct an audit of your metrics together to identify your true growth levers.
