Incrementality measurement is the practice of using test-and-control experiments to reveal the true causal lift of a media channel, a tactic, or campaign to a specific business outcome: a sale on your ecommerce site, your O&O store, or a third party store like Sephora.
Just because someone saw or clicked on an ad and purchased a product does not mean the ad was incremental, meaning the ad actually caused that person to make the purchase and become a customer.
This video walks viewers through how measuring for incrementality identifies where to eliminate waste, how to identify opportunities to scale, and how to reallocate media spend to get the most out of every ad dollar invested.