{"id":12515,"date":"2026-07-03T14:11:17","date_gmt":"2026-07-03T12:11:17","guid":{"rendered":"https:\/\/www.trackad.ai\/?page_id=12515"},"modified":"2026-07-03T14:22:35","modified_gmt":"2026-07-03T12:22:35","slug":"incrementality","status":"publish","type":"page","link":"https:\/\/www.trackad.ai\/en\/glossary\/incrementality\/","title":{"rendered":"Incrementality"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"12515\" class=\"elementor elementor-12515 elementor-12514\" data-elementor-post-type=\"page\">\n\t\t\t\t<div class=\"elementor-element elementor-element-52dfd0c bg_degrad_s5 forme_lb e-flex e-con-boxed e-con e-parent\" data-id=\"52dfd0c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-5363338 e-con-full e-flex e-con e-child\" data-id=\"5363338\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1968b83 elementor-widget elementor-widget-html\" data-id=\"1968b83\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<!-- BLOC 1 : FAQPage -->\r\n<script type=\"application\/ld+json\">\r\n{\r\n  \"@context\": \"https:\/\/schema.org\",\r\n  \"@type\": \"FAQPage\",\r\n  \"mainEntity\": [\r\n    {\r\n      \"@type\": \"Question\",\r\n      \"name\": \"What is the difference between incrementality and marketing attribution?\",\r\n      \"acceptedAnswer\": {\r\n        \"@type\": \"Answer\",\r\n        \"text\": \"Attribution distributes conversion credit across the various touchpoints in a customer journey. Incrementality, on the other hand, determines whether a conversion would have happened at all without a specific lever. The two approaches are complementary: attribution structures your understanding of the funnel, while incrementality validates the causal impact of each channel\u2014uncovering what attribution misses, particularly at the top of the funnel.\"\r\n      }\r\n    },\r\n    {\r\n      \"@type\": \"Question\",\r\n      \"name\": \"Why is MTA insufficient for measuring top-of-funnel performance?\",\r\n      \"acceptedAnswer\": {\r\n        \"@type\": \"Answer\",\r\n        \"text\": \"MTA only captures trackable touchpoints within a conversion path. Top-of-funnel levers like display, video, TV, and social awareness often drive delayed conversions that cannot be tied to a direct click. Incrementality, notably through MMM, estimates their true contribution without depending on individual user tracking.\"\r\n      }\r\n    },\r\n    {\r\n      \"@type\": \"Question\",\r\n      \"name\": \"How do you measure incrementality without cookies?\",\r\n      \"acceptedAnswer\": {\r\n        \"@type\": \"Answer\",\r\n        \"text\": \"In a cookieless environment, incrementality measurement relies on geo-testing, aggregated data, or MMM architectures. These methodologies do not require user-level tracking, ensuring they remain reliable despite the phase-out of third-party identifiers.\"\r\n      }\r\n    },\r\n    {\r\n      \"@type\": \"Question\",\r\n      \"name\": \"How long does it take to get reliable incrementality results?\",\r\n      \"acceptedAnswer\": {\r\n        \"@type\": \"Answer\",\r\n        \"text\": \"An incrementality test typically requires two to six weeks, depending on conversion volume and the size of the test groups. Meanwhile, MMM models require sufficient historical data upfront but offer continuous estimation once running.\"\r\n      }\r\n    },\r\n    {\r\n      \"@type\": \"Question\",\r\n      \"name\": \"Can incrementality be measured continuously or only through ad-hoc tests?\",\r\n      \"acceptedAnswer\": {\r\n        \"@type\": \"Answer\",\r\n        \"text\": \"Both approaches coexist. TrackAd provides Marketing Mix Modeling via Google's Meridian for clients with sufficient data volume, enabling continuous estimation of each channel's incremental impact. In parallel, ad-hoc tests can be conducted using TrackAd's proprietary methodology to validate or calibrate these estimates at any given time.\"\r\n      }\r\n    }\r\n  ]\r\n}\r\n<\/script>\r\n\r\n<!-- BLOC 2 : DefinedTerm \u2014 pas de sameAs Wikidata (aucune fiche Wikidata\/Wikipedia d\u00e9di\u00e9e et pertinente identifi\u00e9e pour le concept marketing d'incrementality ; par prudence, aucune association approximative n'a \u00e9t\u00e9 forc\u00e9e) -->\r\n<script type=\"application\/ld+json\">\r\n{\r\n  \"@context\": \"https:\/\/schema.org\",\r\n  \"@type\": \"DefinedTerm\",\r\n  \"name\": \"Incrementality\",\r\n  \"description\": \"Incrementality measures the true, additional impact of a marketing action on user behavior\u2014such as a purchase, sign-up, or visit\u2014by isolating what would have occurred naturally without that action.\",\r\n  \"url\": \"https:\/\/www.trackad.ai\/en\/glossary\/incrementality\/\",\r\n  \"inDefinedTermSet\": \"TrackAd Glossaire\"\r\n}\r\n<\/script>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-21eeea4 titre_1l_1 elementor-widget elementor-widget-heading\" data-id=\"21eeea4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Incrementality: Definition<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9cdf6e5 elementor-widget elementor-widget-text-editor\" data-id=\"9cdf6e5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<header class=\"page-header\"><div class=\"definition-block\"><p><b>Incrementality<\/b><span style=\"font-weight: 400;\"> measures the true, additional impact of a marketing action on user behavior\u2014such as a purchase, sign-up, or visit\u2014by isolating what would have occurred naturally without that action. It applies to all digital and offline channels but is particularly critical for <\/span><b>top-of-funnel levers<\/b><span style=\"font-weight: 400;\"> (display, video, social awareness) whose impact is difficult to capture via traditional measurement tools. It answers a core marketing question: did this campaign actually drive additional conversions, or would we have achieved the same results without it?<\/span><\/p><\/div><\/header><section id=\"fonctionnement\" class=\"section\"><\/section>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9137378 titre_4 elementor-widget elementor-widget-heading\" data-id=\"9137378\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How Does Incrementality Work?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fc81612 elementor-widget elementor-widget-text-editor\" data-id=\"fc81612\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<section id=\"fonctionnement\" class=\"section\"><p><b>Incrementality<\/b><span style=\"font-weight: 400;\"> relies on comparing two distinct groups: a test group exposed to a marketing action and a control group that is not. The difference in conversion rates between these two groups represents the incremental lift. In practice, this measurement can be driven by <\/span><b>geographic A\/B tests<\/b><span style=\"font-weight: 400;\">, <\/span><b>holdout experiments<\/b><span style=\"font-weight: 400;\">, or <\/span><b>Marketing Mix Modeling (MMM)<\/b><span style=\"font-weight: 400;\">. The ultimate goal is to eliminate selection bias: users who would have converted anyway\u2014often called &#8220;natural converters&#8221;\u2014should not be credited to a channel&#8217;s actual performance.<\/span><\/p><\/section><section id=\"importance\" class=\"section\"><\/section>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b5d0b57 titre_4 elementor-widget elementor-widget-heading\" data-id=\"b5d0b57\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Why is Incrementality important in Marketing?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-921b71a liste_puce_4 elementor-widget elementor-widget-text-editor\" data-id=\"921b71a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<section id=\"importance\" class=\"section\"><p><span style=\"font-weight: 400;\">For <\/span><b>bottom-of-funnel levers<\/b><span style=\"font-weight: 400;\"> (such as retargeting, brand search, and affiliate marketing), conversions are easy to track. However, incrementality testing often reveals that these channels capture existing intent rather than creating new demand, leading to an overestimation of their true ROI.<\/span><\/p><p><span style=\"font-weight: 400;\">Conversely, for <\/span><b>top-of-funnel levers<\/b><span style=\"font-weight: 400;\">, the issue is flipped: the impact is real but remains invisible to Multi-Touch Attribution (MTA), which structurally undervalues non-clickable or untrackable initial touchpoints. <\/span><b>Incrementality<\/b><span style=\"font-weight: 400;\"> is the only approach capable of making this contribution visible. On average, TrackAd clients who integrate an incrementality mindset into their campaign management see a <\/span><b>+21% increase in ROI within two months<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><\/section><section id=\"trackad\" class=\"section\"><\/section>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3ce87b3 titre_4 elementor-widget elementor-widget-heading\" data-id=\"3ce87b3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Incrementality Testing at TrackAd\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f03b889 elementor-widget elementor-widget-text-editor\" data-id=\"f03b889\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">TrackAd measures incrementality by combining multi-touch attribution, media data reconciliation, and integrated Marketing Mix Modeling via <\/span><b>Google&#8217;s Meridian<\/b><span style=\"font-weight: 400;\">. For clients with a high enough data volume, MMM enables continuous estimation of each channel&#8217;s true impact\u2014including top-of-funnel levers invisible to MTA\u2014without relying on cookies. This continuous approach is paired with a <\/span><b>targeted testing methodology<\/b><span style=\"font-weight: 400;\">, allowing brands to validate results and fine-tune budget management.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a8df633 titre_4 elementor-widget elementor-widget-heading\" data-id=\"a8df633\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Frequently asked questions<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e4e5b4d elementor-widget elementor-widget-text-editor\" data-id=\"e4e5b4d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3><b>What is the difference between incrementality and marketing attribution?<\/b><\/h3><p><b>Attribution<\/b><span style=\"font-weight: 400;\"> distributes conversion credit across the various touchpoints in a customer journey. <\/span><b>Incrementality<\/b><span style=\"font-weight: 400;\">, on the other hand, determines whether a conversion would have happened at all without a specific lever. The two approaches are complementary: attribution structures your understanding of the funnel, while incrementality validates the <\/span><b>causal impact<\/b><span style=\"font-weight: 400;\"> of each channel\u2014uncovering what attribution misses, particularly at the top of the funnel.<\/span><\/p><h3><b>Why is MTA insufficient for measuring top-of-funnel performance?<\/b><\/h3><p><span style=\"font-weight: 400;\">MTA only captures trackable touchpoints within a conversion path. <\/span><b>Top-of-funnel levers<\/b><span style=\"font-weight: 400;\"> like display, video, TV, and social awareness often drive delayed conversions that cannot be tied to a direct click. Incrementality, notably through MMM, estimates their true contribution without depending on individual user tracking.<\/span><\/p><h3><b>How do you measure incrementality without cookies?<\/b><\/h3><p><span style=\"font-weight: 400;\">In a cookieless environment, incrementality measurement relies on <\/span><b>geo-testing<\/b><span style=\"font-weight: 400;\">, aggregated data, or MMM architectures. These methodologies do not require user-level tracking, ensuring they remain reliable despite the phase-out of third-party identifiers.<\/span><\/p><h3><b>How long does it take to get reliable incrementality results?<\/b><\/h3><p><span style=\"font-weight: 400;\">An incrementality test typically requires <\/span><b>two to six weeks<\/b><span style=\"font-weight: 400;\">, depending on conversion volume and the size of the test groups. Meanwhile, MMM models require sufficient historical data upfront but offer continuous estimation once running.<\/span><\/p><h3><b>Can incrementality be measured continuously or only through ad-hoc tests?<\/b><\/h3><p><span style=\"font-weight: 400;\">Both approaches coexist. TrackAd provides Marketing Mix Modeling via <\/span><b>Google&#8217;s Meridian<\/b><span style=\"font-weight: 400;\"> for clients with sufficient data volume, enabling continuous estimation of each channel&#8217;s incremental impact. In parallel, <\/span><b>ad-hoc tests<\/b><span style=\"font-weight: 400;\"> can be conducted using TrackAd&#8217;s proprietary methodology to validate or calibrate these estimates at any given time.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-73a071e elementor-widget elementor-widget-text-editor\" data-id=\"73a071e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Incrementality<\/b><span style=\"font-weight: 400;\"> is the metric that separates the true impact of a campaign from the mere capture of existing demand. It is especially critical for top-of-funnel levers, whose contribution remains invisible to traditional attribution tools. By combining <\/span><b>Marketing Mix Modeling and ad-hoc testing<\/b><span style=\"font-weight: 400;\">, TrackAd empowers marketing teams to manage their budgets based on a <\/span><b>causally justified ROI<\/b><span style=\"font-weight: 400;\"> across their entire channel mix.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Incrementality: Definition Incrementality measures the true, additional impact of a marketing action on user behavior\u2014such as a purchase, sign-up, or visit\u2014by isolating what would have occurred naturally without that action. It applies to all digital and offline channels but is particularly critical for top-of-funnel levers (display, video, social awareness) whose impact is difficult to capture [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"parent":11979,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[78],"tags":[],"class_list":["post-12515","page","type-page","status-publish","hentry","category-glossaire"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Incrementality - TrackAd<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.trackad.ai\/en\/glossary\/incrementality\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Incrementality - TrackAd\" \/>\n<meta property=\"og:description\" content=\"Incrementality: Definition Incrementality measures the true, additional impact of a marketing action on user behavior\u2014such as a purchase, sign-up, or visit\u2014by isolating what would have occurred naturally without that action. 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