Incrementality 101

In a world full of attribution dashboards and performance reports, it’s easy to confuse activity with impact. Incrementality helps you cut through the noise. This post breaks down what incrementality really means, why it matters beyond just performance channels, and how to measure it in ways that drive smarter, more sustainable media decisions. Whether you’re testing a new platform or trying to prove the value of brand spend, this is your guide to focusing on what’s actually creating lift—not just collecting credit.