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.