Incr – Incrementality

Definition

Incrementality measures the causal effect of advertising – the portion of conversions or revenue that would not have occurred without the advertising. Unlike attribution-based ROAS, which can attribute organic conversions to advertising, incrementality shows the true added value. It is typically measured through lift studies (controlled experiments with test and control groups).

Formula

Optimization Tips

Conduct regular lift studies on Google and Meta. Use geo-tests as an alternative to user-level experiments. Compare incremental ROAS with attribution-based ROAS. Pause campaigns with low incremental lift and reinvest the budget.