The product advertising glossary
What is Incrementality?
Incrementality asks what outcomes advertising caused beyond what would have happened without it.
By Drizzle team
A practical example
A holdout test can compare outcomes in an eligible group exposed to advertising with a comparable group deliberately held back.
How to use it
Attribution is not a causal experiment. Design the comparison carefully, allow enough observation time, and consider spillover before interpreting a difference as lift.
Put it in a creative brief
Write down the event, asset, or workflow you mean by Incrementality before sharing a brief or report. For campaign measurements, keep the source and reporting window with the number. For creative work, attach an example so the team can assess the same thing.
Explore the creative testing guide, calculate campaign results with the ad metrics calculator, or return to the glossary.