A measurement approach that compares people who saw your ads versus a holdout group who didn't, telling you how many incremental conversions your ads actually drove. This gets closer to true causality than platform-reported conversions, as ad platforms often overattribute their effectiveness.
What is Incrementality / lift test?
A measurement approach that compares people who saw your ads versus a holdout group who didn't, telling you how many incremental conversions your ads actually drove. This gets closer to true causality than platform-reported conversions, as ad platforms often overattribute their effectiveness.
Frequently Asked Questions
What is Incrementality / lift test?
A measurement approach that compares people who saw your ads versus a holdout group who didn't, telling you how many incremental conversions your ads actually drove. This gets closer to true causality than platform-reported conversions, as ad platforms often overattribute their effectiveness.