In which scenario is incrementality the measurement option that an advertiser should use?

Question

Accepted Answer

Your advertiser is considering shutting off paid search, as they feel it’s claiming credit that organic search would have captured.

Answer

Your advertiser wants to understand the incremental conversions that are gained from including VTCs in reporting.

Answer

Your advertiser is considering testing the incremental conversions their new creative is driving vs. their old creative.

Answer

Your advertiser wants to track how their brand efforts are impacting awareness over time.