Incrementality Testing in Digital Marketing & testing architecture

Welcome to performance marketing decoded series, where we discuss about tools and concepts related to:
1. Performance Marketing
2. Programmatic Advertising
3. AdTech
4. Marketing technology

Great for upskilling, brushing up skills, gaining knowledge and preparing for interviews

In this episode of Performance Marketing Decoded, we break down incrementality testing — a powerful method to measure the true lift from your digital marketing campaigns.

✅ What is incrementality in marketing
✅ Real-life examples from retargeting, app installs, CRM, influencer, and brand campaigns
✅ Methods to test incrementality (holdout, geo split, ghost ads, etc.)
✅ Platforms that offer incrementality testing tools (Google, Meta, TikTok)

Whether you’re a performance marketer, media planner, or growth hacker — understanding incrementality will help you make better decisions and allocate your budget smartly

Google Resource on Incrementality testing: https://business.google.com/in/think/measurement/incrementality-testing/

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