Incrementality
The lift caused BY a marketing intervention, vs. what would have happened without it.
Last updated: 2026-05-04
Definition
Incrementality is the only output that matters for budget decisions. Last-click ROAS includes a lot of users who would have converted anyway. Causal methods (DiD, Synthetic Control, geo-lift, holdout tests) decompose true lift from baseline. A campaign with a 4x last-click ROAS and a 1x incremental ROAS is breaking even; one with a 2x last-click ROAS and a 1.8x incremental ROAS is winning.
How it applies in India
No India-specific behavior.
Related terms
- Causal InferenceStatistical methods that estimate causal effects from observational or experimental data.
- Geo-Lift TestA causal experiment that runs a campaign in some geographies and not others, then measures the difference.
- Holdout TestWithholds a marketing intervention from a randomly-selected group to measure incremental lift.
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