📚 Tier 3 - Good to KnowID: incrementalityTestingAttribution
Incrementality Testing
Measuring true causal lift vs what would have happened anyway
In Simple Words (Zero Jargon):
Measuring true causal lift vs what would have happened anyway
Why It Is Critical
Incrementality testing answers: 'If we had not spent money on this channel, how many fewer sales would we have made?' It bypasses attribution model assumptions entirely by using holdout experiments to measure true causality.
What You Get: The most honest check on whether an attributed channel is actually causing conversions - or just receiving credit for conversions that would have happened anyway.