Čo je prírastkovosť?

Incrementality measures the direct causal impact of an advertising campaign on user behavior. It determines whether a change in user actions (like a purchase or sign-up) would have occurred even without exposure to the ad. This is crucial for understanding the true value and return on investment (ROI) of advertising efforts. The first incorrect option describes a high-level modeling approach, not specifically incrementality. The second describes A/B testing of creative variants, which is a different concept. The fourth describes real-time attribution, which focuses on assigning credit for conversions, not necessarily proving direct causation in the absence of an ad.