---
title: What is Incrementality Testing?
description: This is an FAQ article explaining the basics of incrementality testing
---

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# What is Incrementality Testing?

## This is an FAQ article explaining the basics of incrementality testing

[Incrementality testing](https://www.incrmntal.com/blog-articles) is a term referring to Advertisers ability to understand which of their marketing activities are creating **incremental value** and which of their activities are possibly **cannibalizing** results.

There are several methods of incrementality testing. Some methods require the marketer to perform an action, and some methods that do not require the marketer to do anything different.

**Note:** INCRMNTAL offers **continuous incrementality measurement** using Causal Inference.

- **Causal Inference:** Utilizing machine learning and AI to evaluate and measure incremental value of activities as they run.
- **Randomized Control Group:** Creating a split in the audience **seeing** ads, to differentiate the results of those who saw an ad and those who did not.
- **Blackouts:** Creating an *advertising blackout* by stopping all campaigns and comparing the results of sales with and without any advertising activities.
- **Partial Blackouts:** Creating a series of *advertising blackouts* by stopping specific regions, channels, and / or countries.
- **Surveys & Panels:** Asking users directly how they were or were not impacted by the presence of advertising campaigns.

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If you want to learn more about incrementality, just visit our website: [incrmntal.com](https://www.incrmntal.com/)

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