Knowledge base · Data & measurement
Incrementality
Incrementality measures what a channel truly adds, on top of what would have happened without that campaign.
The core question: would this customer have arrived without the ad? Attribution models claim everything; incrementality tests what is net new.
The most honest test is switching off. Pause a channel in a region or period and watch what happens to the total. If nothing drops, you paid for reach you already had.
It makes you brave: some beloved channels turn out to mostly harvest existing demand, while unremarkable channels bring the new customers.
How we do it
We test channels periodically with switch-off experiments, so budget moves to genuinely added value.
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