In the context of media measurement, what is incrementality?

• A. It refers to counting total impressions regardless of baseline.
• B. It measures only conversion rate improvements.
• C. It refers to the additional lift in outcomes that would not have happened without the campaign.
• D. It equals ROAS.

Answer: (C)

Incrementality in media measurement refers to the extra results caused by the campaign that wouldn’t have occurred otherwise. It answers how much of the observed outcomes—like conversions, sales, or engagement—are truly attributable to running the campaign, beyond the baseline level you’d expect without it. This is usually estimated by comparing outcomes with a control or holdout group, using randomized experiments or quasi-experimental methods to isolate the causal lift the campaign creates.

This option is the best because it captures the essence of incremental impact: the net increase in outcomes that the campaign generates, not just total activity or rate changes. Counting total impressions, for example, measures reach regardless of whether that activity would have happened anyway. Focusing only on conversion rate improvements misses the actual number of additional conversions the campaign drives. And ROAS looks at revenue relative to spend, which combines many factors and doesn’t isolate the extra uplift caused by the campaign itself.