Experiments, testing & rollout · Core
Incrementality
Also called: causal lift, incremental lift
ELI5
The result created because of the intervention.
Used in conversation
“The campaign drove traffic, but incrementality is still unclear.”
Definition
The additional outcome caused by an intervention beyond what would have happened otherwise.
Here “Incrementality” means: The additional outcome caused by an intervention beyond what would have happened otherwise.
Pitch context
You will see “Incrementality” in product strategy decks, roadmaps, experiments and architecture reviews when the discussion reaches experiments, testing & rollout.
Why it matters: It helps a reader interpret experiments, testing & rollout without confusing the measure, decision, role or evidence being discussed.
Sources & evidence · 7
Direct term-level sources and supporting source families.
- Google Analytics Help — Google Analytics dimensions and metricsDirect source · primary · checked 2026-08-16
- Interactive Advertising Bureau — Measurement guidelines and standardsDirect source · institutional · checked 2026-08-16
- Scrum Guides — The Scrum Guide — official current versionSupporting source family · primary · checked 2026-08-16
- National Institute of Standards and Technology — Computer Security Resource Center GlossarySupporting source family · primary · checked 2026-08-16
- American Marketing Association — Definitions of Marketing and BrandSupporting source family · institutional · checked 2026-08-16
- U.S. Federal Trade Commission — Advertising and Marketing GuidanceSupporting source family · primary · checked 2026-08-16
- Google Ads Help — Google Ads metrics and reportingSupporting source family · primary · checked 2026-08-16