Incrementality determines if a change in user behavior is directly due to an ad campaign exposure.
- It’s near real-time attribution to fuel short-term business and bidding decisions
- It’s a top-level modeling to understand what drives sales including media and all possible external factors
- It’s a way to measure if the change in user behavior was directly caused by exposure to an ad campaign
- It’s a way to test variations of ad creative against each other
The correct answer is: It’s a way to measure if the change in user behavior was directly caused by exposure to an ad campaign
Explanation: The essence of incrementality lies in discerning the real influence of your advertising campaigns. By measuring incrementality, advertisers can unveil the true causal effect of their media on driving user actions. The question it seeks to answer is straightforward: Did an ad campaign trigger a noticeable change in user behavior? Instead of leaning on after-the-fact comparisons, Google employs a more robust methodology, testing incrementality using designated treatment and control groups.