Marketing / Analytics
Incrementality incremental lift (geo-lift, conversion lift, ghost-ads/PSA lift)
The conversions or revenue the marketing actually CAUSED, what would not have happened without the spend.
The fork, why two teams get different numbers
Incrementality is measured, not attributed, but the method forks hard.
In the Metric Library
- The full fork, both definitions worked all the way through
- The trap that makes the number lie, on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: IAB (measurement · reference) · geo-experiment / randomized-control methodology (reference) · MMM convention