Incrementality
DefinitionPaid Media
Incrementality
The portion of an outcome that would not have happened without the marketing. Measured by withholding the activity from a control group or region and comparing, not by counting whatever the ad platform claims credit for. The honest answer to 'did it work?'
Evidence from the library
Incrementality is the gap above the baseline, not the total resultPrinciple78%More than three quarters of marketers still measure effectiveness on clicksStatMarketing measures itself on only one side of the profit equationPrinciple16%Almost no marketing organisation judges its own success on the bravery of its ideasStat35%Click-based attribution sends a third of spend to sales that would have happened anywayWarning
Source
Marketing Definitions
standard experimentation practice (holdout and geo testing)