Definition
Incrementality measures the sales that happened because of advertising and would not have happened otherwise. It is the true impact of ads.
Incrementality explained
Platform-reported conversions include some sales that would have happened anyway. Holdout tests and lift studies estimate the incremental share.
Example
A test shows ads drove 60% of attributed purchases incrementally.
See it in real ads
Browse millions of real Facebook and Instagram ads to see how top advertisers put these ideas into practice.