> [!meta]- Document Info > **Author**: [[Measured®]] > **Full Title**: What Is Incrementality Testing and How Do You Measure Incrementality? > **Category**: #articles > > **Summary**: Incrementality testing measures the true impact of media on business results by identifying the conversions that are directly caused by an ad, beyond those that would have happened anyway. It is crucial for brands to measure incrementality to make informed decisions and optimize their marketing spend, as traditional attribution methods can be misleading. By using controlled experiments, marketers can accurately calculate the contribution of their advertising efforts to conversions. > > **Source**: [Original URL](https://www.measured.com/faq/what-is-incrementality-testing/) ## 📄 Full Document → [[Full Document Contents/What Is Incrementality Testing and How Do You Measure Incrementality?]] ## 🔦 Highlights & Commentary - It is the additional (or incremental) conversions, beyond those that would have converted anyway, that represent the real contribution or impact of the ad. ([View Highlight](https://read.readwise.io/read/01j3nhwc9z3xb9mzepw2vb98p8)) - By withholding the ad or treatment being tested from a statistically significant segment of the intended audience (the control group) marketers can determine the percentage of the target audience that still converts when they are *not* exposed to the ad. ([View Highlight](https://read.readwise.io/read/01j3nhy4839x9fk573dc7nmx9k)) - the control group should represent a minimum of 10 percent of the total test and control reach ([View Highlight](https://read.readwise.io/read/01j3njchvk3868n66vhg3dam7t))