Incrementality
strategyIncrementality
Definition
The additional revenue or conversions that wouldn't have happened without your advertising spend. True measure of ad impact.
How to Calculate Incrementality
Revenue with Ads - Revenue without Ads
Example
Scenario: Lift test showing 15% incremental revenue from Meta ads
Calculation: $100K revenue with ads vs $85K without = $15K incremental revenue
What's a Good Incrementality?
60-85% of platform-attributed revenue is typically incremental for most brands
Common Mistakes
- Assuming all attributed revenue is incremental
- Not testing incrementality through holdout groups
💡 Expert Tip
Run geo-holdout tests or conversion lift studies quarterly to measure true incrementality. Platform attribution inflates actual impact.
— Based on $100M+ in managed ad spend
Related Terms
By Kristijan Arapov • Based on $100M+ in managed ad spend • Updated 2026