What it is
The uplift that would not exist without the ads
The difference between what happened with advertising and what would have happened without it. Attribution credits a source with everything that passed through it; incrementality asks how much of that would have come anyway. Tested by switching a channel off in some geos or for part of the audience.
Example
What it looks like in numbers
Retargeting showed 1,200 deposits a month by attribution. Switched off in two of six countries: deposits there dropped by 140, not by the 400 expected from its share. The incremental contribution was a third of what was credited.
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