What is Incrementality Testing?
Incrementality Testing is a Validation Methodology that uses controlled experiments to measure the causal impact of specific marketing activities.
Why Incrementality Testing Matters
Not every conversion would have happened because of an ad. Incrementality Testing helps marketers separate true lift from “would-have-happened-anyway” outcomes.
Key Components
- Control vs. Test Groups – Compare exposed vs. unexposed audiences.
- Testing Power Requirements – Ensure sample size and data volume support statistical significance.
- Point-in-Time Results – Deliver learnings within specific testing windows.
Benefits
- Provides causal proof of marketing effectiveness.
- Helps refine Attribution and MMM outputs.
- Informs smarter budget allocation by identifying truly incremental channels.
Related Terms