# Incrementality
**Source:** https://glossary.keenfunnel.com/terms/incrementality
**Language:** Hindi

---

## तकनीकी स्पष्टीकरण

Incrementality is estimated against a counterfactual, commonly through randomised holdouts, geo experiments or other causal designs. Incremental lift compares outcomes for an exposed treatment group with a credible control group while accounting for statistical uncertainty.

## व्यावसायिक प्रासंगिकता

It helps organisations allocate marketing and product investment according to causal impact rather than conversions that would have happened anyway.

## कार्यान्वयन उदाहरण

An advertiser withholds a campaign from matched regions and compares conversion rates with treated regions to estimate incremental conversions and incremental cost per acquisition.

## सीमाएँ और आम गलत धारणाएँ

Results depend on valid assignment, sufficient sample size, limited spillover, stable measurement and a representative test period. Platform experiments may not generalise to other audiences, channels or seasons.

## विषय

प्रदर्शन विज्ञापन डेटा इंजीनियरिंग राजस्व संचालन

## स्रोत

Google — Use incrementality testing for effective marketing measurement — ACM Web Conference 2021 — Incrementality Testing in Programmatic Advertising — https://doi.org/10.1145/3442381.3450106

## अपने सिस्टम पर चर्चा करें

इस अवधारणा को लागू करने या मूल्यांकन करने में मदद चाहिए? कीनफ़नेल कनेक्टेड एआई, स्वचालन और डेटा प्रणालियाँ डिज़ाइन करता है।

एक डिस्कवरी सत्र बुक करें