Glossary
What is Incrementality Testing ?
Incrementality testing measures the true causal lift of advertising by comparing outcomes between users exposed to ads and a holdout control group.
Overview
Incrementality Testing: Definition & Meaning | Segwise Glossary
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Overview
Incrementality testing measures the true causal lift of advertising by comparing outcomes between users exposed to ads and a holdout control group.
Incrementality Testing : Full Definition Incrementality testing determines how much additional value advertising actually creates, beyond what would have happened organically without the ads.
It works by randomly assigning users to a 'test' group (exposed to ads) and a 'holdout' group (ads suppressed or replaced with PSAs), then comparing outcomes between the two groups.
The incrementality lift is calculated as the difference in conversion rate between exposed and holdout groups, divided by the holdout group's organic conversion rate.
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