Canonical: https://www.strataigize.com/glossary/incrementality/
Description: Incrementality is the share of measured conversions that would not have happened without the ad.

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Paid Media

# Incrementality.

Definition

## What it _means._

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 finds little measured difference. The team checks test power, uncertainty, and comparability before interpreting that result. If the experiment rules out a commercially meaningful lift, it can inform a new allocation test; a small observed difference alone does not prove there was no effect.

Where this work happens: [Paid Advertising](https://www.strataigize.com/services/paid-advertising/)

Related terms

-   [Attribution window](https://www.strataigize.com/glossary/attribution-window/)
-   [LTV to CAC ratio](https://www.strataigize.com/glossary/ltv-to-cac-ratio/)
-   [Creative fatigue](https://www.strataigize.com/glossary/creative-fatigue/)

## Put it in _context._

Bring your growth question to a free 30-minute consultation. We can work through what the numbers mean and which changes to consider.

[Book a growth consult →](https://www.strataigize.com/audit/)