Incrementality & Lift
Incrementality answers the question attribution cannot: what actually changed because marketing ran. Without it, teams mistake correlation for causation and over-invest in activity that would have happened anyway.
What This Covers
The difference between attribution and causal impact
When lift testing is necessary (and when it isn’t)
Common pitfalls in incrementality experiments
How to interpret lift results without overconfidence
Featured Articles
Explains how synthetic control methods improve test reliability when clean holdouts aren’t possible.
A practical introduction to incrementality testing, showing how lift reveals impact attribution alone cannot.
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