How are incrementality experiments different from A/B experiments?
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Correct answer: They determine the impact of ads on a consumer's decision to convert or not..
Why this is the answer
Incrementality experiments measure the causal effect of advertising by comparing exposed users with a control group that did not receive the ads. This shows whether conversions happened because of the ads or would have happened anyway. The focus is on net-new impact, not on choosing between creative or campaign versions. This makes incrementality useful for understanding true contribution to conversion outcomes.
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