Incrementality

Incrementality is a term used to describe marketing results that would have not been achieved if it was not for specific marketing activities. For example - if an Advertiser typically gains 100,000 new conversions per month stops all marketing activities, and the results decrease to 80,000 conversions per month - you can claim that their marketing activity was generating 20,000 incremental conversions per month. Incrementality can measure both the positive impact or the negative impact of changes in marketing activities, allowing advertisers to measure the true value of their advertising activities.