Incrementality is the measurement option an advertiser should use when the advertiser is considering shutting off paid search because they feel it’s claiming credit for conversions that would have been captured by organic search.

• Your advertiser wants to understand the incremental conversions that are gained from including VTCs in reporting.
• Your advertiser is considering testing the incremental conversions their new creative is driving vs. their old creative.
• Your advertiser wants to track how their brand efforts are impacting awareness over time.
• Your advertiser is considering shutting off paid search, as they feel it’s claiming credit that organic search would have captured.

The correct answer is: Your advertiser is considering shutting off paid search, as they feel it’s claiming credit that organic search would have captured

Yes, the given answer is correct.

Explanation: Incrementality is the ideal measurement option in the scenario described because it directly addresses the question of causality rather than just correlation. When an advertiser suspects that paid search is “claiming credit” for conversions that would have occurred organically, they are questioning the incremental value of their paid efforts. Incrementality testing (often through controlled experiments like geo-experiments or A/B tests) helps to isolate the true, additional conversions driven solely by the paid search activity, beyond what organic search would have delivered. This provides concrete data to prove or disprove the cannibalization theory and determine the actual return on ad spend.

Reference Link: While specific “incrementality” pages on Google Ads might be more technical, the concept is fundamental to understanding the true value of your campaigns, which is often discussed in the context of Brand Lift studies or other experimental approaches.

Here’s a relevant concept page, though it might not directly use the word “incrementality” in this exact context, it explains the rationale behind understanding true campaign impact:

Google Ads Help: About Brand Lift studies: While primarily for branding, Brand Lift studies are a form of incrementality testing for brand metrics, demonstrating Google’s approach to measuring true impact. You can often infer the applicability to performance questions. https://support.google.com/google-ads/answer/10285723

For a more direct understanding of incrementality in performance marketing, you might find information within resources discussing advanced measurement, A/B testing, or geo-experiments in Google’s marketing guides or blogs, rather than a single dedicated “incrementality” help page for this specific scenario.