Glossary
Incrementality
A measurement methodology that isolates the true causal lift of a marketing campaign by comparing outcomes of an exposed group against a holdout control group.
Where we write about incrementality
- ArticleAdvertising on ChatGPT vs Perplexity vs Claude vs Gemini: The 2026 Landscape
- ArticleCan You Actually Advertise on ChatGPT in 2026?
- ArticleChatGPT Ad Formats vs Other AI Assistants: A 2026 Buyer's Map
- ArticleChatGPT Ads ROI: What the Early Data Actually Shows in 2026
- ArticleChatGPT Ads vs Google Ads: Should You Shift Budget in 2026?
- ArticleHow to Advertise on ChatGPT: The Honest 2026 Answer
- ArticleHow to Advertise on Gemini: The Honest 2026 Landscape
- ArticleHow to Advertise on Microsoft Copilot in 2026
- ArticleIntent-Based Targeting Inside AI Assistants: The 2026 Buyer's Guide
- ArticleMeasuring AI-Assistant Ad Performance Honestly in 2026
More in attribution and measurement
Deciding which touchpoint earned the outcome, and proving it.
- AdAttributionKit
- Adjust
- Attribution
- Attribution modeling
- Attribution window
- Biased attribution
- Coarse conversion value
- Conversion tracking
- Conversion value
- Cross-device tracking
- Fractional attribution
- Lifecycle tracking
- Marketing mix modeling
- Media mix modeling (MMM)
- Mobile measurement partner (MMP)
- Multi-touch attribution
- Postback
- Reattribution
- Reattribution window
- Self attributing network
- SKAdNetwork (SKAN)
- Temporary attribution
- Tracker
- Tracking parameter
- Urchin tracking module (UTM)
- View-through attribution (VTA)