Jan 6, 2026
Incrementality Testing
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Randomized experiments measuring true causal lift from advertising by comparing test groups (exposed to ads) with control groups (not exposed).
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Formula:
Test vs control group comparison
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Benchmarks
Gold standard for measuring true impact. Typically shows 20-50% of platform-reported conversions are actually incremental.
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Why It Matters
Incrementality tests answer 'Would these sales have happened anyway?' Platforms over-report because they claim credit for people who would have bought regardless. Run lift tests quarterly on major channels. Google and Meta both offer lift testing.
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