IncrementalityWhat it means for you.
The extra conversions that happened only because of a marketing effort.
Growth Score · Data & Measurement
Definition
What it means
Incrementality asks what would have happened without the campaign. Many buyers would have purchased anyway, so attributed sales overstate impact.
Tests that hold out a group from the campaign measure the true lift.
In Growth Score
Part of your score
Go deeper
Guides that cover it
Data & Measurement
More in Data & Measurement
FAQ
Quick answers
What is Incrementality?
The extra conversions that happened only because of a marketing effort.
Where does it sit in Growth Score?
It belongs to the Data & Measurement pillar, one of the 12 pillars your score is built from.
What should I read next?
Start with Holdout test and Attribution, then browse the other terms in Data & Measurement.
Browse
Nearby in the A to Z
How does your site score?
Growth Score reads your site and scores its Data & Measurement pillar against sites like yours.
Your Growth Score is 100
Your next fix is waiting in your dashboard.