Incrementality testing shows true ad lift. Typically 20-50% of reported conversions are incremental. Run quarterly.
By The Ad Spend
Randomized experiments measuring true causal lift from advertising by comparing test groups (exposed to ads) with control groups (not exposed).
Formula
Test vs control group comparison
Benchmark range
Gold standard for measuring true impact. Typically shows 20-50% of platform-reported conversions are actually incremental.
Why it matters
Incrementality tests answer 'Would these sales have happened anyway?' Platforms over-report because they claim credit for people who would have bought regardless. Run lift tests quarterly on major channels. Google and Meta both offer lift testing.
