The conversions, revenue, or brand outcomes that occurred because of advertising and would not have occurred without it. Incrementality is measured with controlled experiments: a randomized Holdout, a Geo Experiment, or a platform Conversion Lift study. It is the only measurement approach that establishes causation, and it consistently shows that attribution overcredits retargeting and brand search.
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Cite this entry:
Agency Echelon. "Incrementality." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/incrementality/