What is it?

Incrementality is the principle of measuring whether an outcome occurred because of an intervention, rather than simply coinciding with it.

It focuses on causation rather than correlation.

Examples in Action

• Using control groups to validate impact
  
• Running holdout experiments
  
• Comparing performance with and without exposure
  
• Evaluating whether activity drives net-new behaviour
  

Typical Outcomes / Results

• Improved confidence in impact claims
  
• Reduced risk of false attribution
  
• Stronger measurement discipline
  
• Better long-term decision-making
  

This definition reflects common incrementality measurement practices.