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Incrementality Testing

Measuring true causal ad impact via test/control.

Related Terms in Optimization

A/B Testing
Comparing two ad versions. Test one variable at a time.
Creative Fatigue
Performance decline from audience seeing same creative too often. Refresh 7-14 days.
Smart Bidding
Google's ML bidding: tCPA, tROAS, Max Conversions, Max Value.
Learning Phase
Algorithm data-gathering period. Meta: ~50 conversions. Google: ~30.
CBO
Campaign Budget Optimization. Meta distributes budget across ad sets by performance.
Advantage+
Meta's AI campaign automating targeting, creative, placements.
Performance Max
Google's AI campaign across all properties with single asset set.
Quality Score
Google's 1-10 rating of keyword relevance and landing page. Higher = lower CPCs.

METRIX — Advertising Intelligence Platform