What is incrementality?
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Correct answer: It's a way to measure if the change in user behavior was directly caused by exposure to an ad campaign.
Why this is the answer
Incrementality measures the additional business impact caused by ad exposure beyond what would have happened without the advertising. In Google Ads, Conversion Lift helps compare exposed and control groups to estimate causal impact. This is different from attribution because it isolates lift rather than assigning credit across touchpoints. For offline sales, incrementality helps validate whether media drove additional outcomes such as store visits or store sales .
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