Incrementality is the additional outcome caused by an intervention compared with what would have happened without it. Google distinguishes incremental conversions from attributed conversions: lift measurement compares treatment and control groups, whereas ordinary attribution reports according to configured credit rules.[1] An order credited to a channel is therefore not automatically an order caused by that channel.
A merchant might ask this about retargeting: does it generate extra purchases or mainly reach people already intending to buy? Use an appropriate experimental design and assess additional margin after campaign costs as well as sales. Account for unequal group sizes and report uncertainty. Lower attributed performance and greater incremental impact can coexist because the measures answer different questions.
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Compiled with AI assistance using public sources. General explanation, not individual legal or tax advice. Describing a concept does not mean Zoloo offers it as a feature.