This is an FAQ article explaining the basics of incrementality
Incrementality is a term for measurement of the true effectiveness of Advertising activities..
Incrementality measurement uses a statistical approach rather than trying to attribute on a singular user level.
The term incrementality and incrementality measurement became popular in recent years as Advertisers understood that the existing methods of tracking and attribution were not helping measure incrementality.
Incrementality vs. Attribution
You have 2,000 Organic conversions a day.
You started a campaign on Google. You spent $1,000.
Attribution data is showing you 1,000 conversions.
But your total conversions remained 2,000. Your organic conversion amount went down to 1,000.
While attribution "tracked" 1,000 conversion, the incremental value of your campaign was negative 1,000
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