What is it?

Incremental impact refers to the net change in an outcome that is directly attributable to a specific action or intervention, beyond what would have occurred anyway.

Incremental impact isolates true contribution from background performance.

Examples in Action

• Measuring the additional revenue generated by a test versus baseline behaviour
  
• Comparing exposed versus non-exposed users
  
• Evaluating campaign or experience changes against natural trends
  
• Assessing optimisation impact beyond seasonality
  

Typical Outcomes / Results

• Clearer understanding of true value created
  
• Reduced over-attribution of performance gains
  
• More accurate ROI assessment
  
• Better prioritisation of initiatives
  

This glossary entry reflects standard incrementality concepts used in performance analysis.