In what way are incrementality experiments different from A/B experiments?
- Incrementality experiments typically require a smaller sample size and less sophisticated statistical analysis.
- Incrementality experiments determine the impact of ads on a consumer’s decision to convert or not.
- Incrementality experiments measure the relative effectiveness of different versions of a marketing campaign.
- Incrementality experiments both require a holdback group to determine which version of an ad performs better.
Google Ads – Measurement Certification Exam
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