How are incremental it y experiments different from A/B experiments?

Incrementality experiments are distinct because they are designed to determine the impact of ads on a consumer's decision to convert or not, specifically measuring the "lift" or additional conversions that would not have occurred without the ad's influence. While standard A/B experiments focus on the relative effectiveness of different creative versions or variables (which ad performed "better"), incrementality uses a treatment and control (holdback) group to isolate the causal effect of advertising. This allows marketers to distinguish between users who were already "pro-to-buy" and those whose conversion was truly driven by the marketing intervention, providing a more accurate measure of true return on investment.