Incrementality Testing
Measuring whether marketing actually drove additional conversions versus what would have happened without it.
Incrementality testing measures whether a marketing tactic actually drove incremental conversions — versus simply taking credit for activity that would have happened anyway. The classic method: a randomized holdout (A/B) test where one group is exposed to advertising and a control group is not, then comparing conversion rates. Variants include geo-experiments, intent-to-treat analysis, ghost ads, and conversion lift studies built into platforms (Meta Conversion Lift, Google Conversion Lift). Incrementality is the gold standard because it's causally rigorous; attribution is only correlational. Empire325 designs and operates incrementality tests for major paid channels, especially branded search and broad-targeted PMax.
Related service
Performance Analytics
Marketing measurement, MMM, and incrementality testing to prove ROAS at the channel and creative level.
Explore Performance Analytics →Related terms
Performance Max (PMax)
Google's automated, all-channel campaign type that uses AI to optimize across Search, Display, YouTube, Discover, Gmail, and Maps.
Account-Based Marketing (ABM)
A B2B marketing strategy focused on identifying, engaging, and converting specific high-value accounts.
Programmatic Advertising
Automated buying and selling of digital ad inventory using software, real-time bidding, and audience data.