Reference / Glossary / Measurement
Cannibalization
Conversions credited to advertising that would have happened through another channel anyway, most often paid search taking credit for organic search or brand search taking credit for direct visits. Cannibalization is the reason brand search incrementality tests often show low lift.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Cannibalization." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/cannibalization/