In what way are incrementality experiments different from A/B experiments?

Question

Accepted Answer

Incrementality experiments determine the impact of ads on a consumer’s decision to convert or not.

Answer

Incrementality experiments measure Event the relative effectiveness of different versions of a marketing campaign.

Answer

Incrementality experiments both require a holdback group to determine which version of an ad performs better.

Answer

Incrementality experiments typically require a smaller sample size and less sophisticated statistical analysis.