What is Incrementality Testing?
Incrementality testing measures the true causal impact of marketing activities by comparing outcomes between test and control groups. Unlike correlation-based analytics, incrementality testing reveals whether your marketing actually drives incremental business results.
When to Use Incrementality Testing
Types of Incrementality Tests
Geo-Based Tests
Split similar geographic regions into test and control groups. Ideal for testing:
User-Based Tests
Randomly assign users to test and control groups. Best for:
Time-Based Tests
Compare performance during test periods vs. baseline periods. Useful for:
Designing Effective Tests
1. Define Clear Hypotheses
2. Choose Appropriate Test Design
3. Account for External Factors
Common Pitfalls to Avoid
The Business Impact
Companies using incrementality testing typically see:
Incrementality testing isn't just about measurement—it's about building a culture of experimentation that drives continuous improvement in marketing performance.