Measurement
Incrementality Testing
A controlled experiment comparing exposed and withheld groups to isolate the additional results genuinely caused by a campaign.
What it means in practice
A valid test assigns comparable units to treatment and control conditions while limiting spillover between groups. The measured difference estimates causal lift under the experiment's audience, timing, and campaign conditions.
Why it matters
Incrementality testing helps prevent conversions that would have occurred naturally from being treated as campaign impact.
How it is used
Brands hold back a comparable audience from creator media and compare outcomes with the audience receiving the campaign.
Also called
incrementality, lift testing
Related terms
- Average Watch TimeThe mean duration viewers spend watching a video before scrolling away, used to compare retention across formats.
- Brand Lift StudyA survey based measurement comparing exposed and control groups on awareness, recall, favorability, or purchase intent.
- ImpressionsThe total number of times content was rendered on screen, counting repeat views by the same person.