V čom sa experimenty s prírastkovosťou líšia od experimentov A/B?

Incrementality experiments measure the true causal impact of advertising on consumer behavior, specifically whether ads lead to conversions that wouldn't have happened otherwise. They do this by comparing a group exposed to ads with a control group that is intentionally not exposed, allowing marketers to isolate the incremental lift provided by the ads. A/B tests, while also using control groups, primarily compare the performance of different ad creatives or campaign settings to see which performs better in terms of metrics like click-through rate or conversion rate, assuming both groups are exposed to some form of advertising. Therefore, incrementality focuses on the existence and value of the ad's impact, rather than just comparing variations.