Definition
The canonical answer.
Incrementality is the share of measured conversions that would not have happened without the ad. Attribution assigns credit; incrementality asks whether the ad caused anything. It is measured with holdouts or geo experiments, and it is the defense against paying to reach people who were converting anyway.
Worked example
In practice.
A retargeting campaign reports stellar ROAS. A geo holdout withholds it from matched regions, and conversion barely differs: most credited conversions were coming regardless. The budget moves to prospecting, where the same test shows real lift, and the account earns more with the identical total spend.
Where this work happens: Paid Advertising
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