Incrementality measurement estimates what happened because of marketing, often using control groups, rather than crediting everything that happened after an ad.
Category
Metrics
Also known as
incrementality; lift measurement
It matters because attribution alone is often misleading: it credits conversions that would have happened anyway. Clean rooms and first-party data can help measure real lift.
In practice
When a channel looks too good on attribution, test it for incrementality. The gap between attributed and incremental performance is where budget quietly gets wasted.
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