Incrementality experiments differ from A/B experiments in what way?

Question: Incrementality experiments differ from A/B experiments in what way?

  • By determining the impact of ads on a consumer’s decision to convert or not convert.
  • By measuring the relative effectiveness of different versions of a marketing campaign.
  • By both requiring a holdback group to determine which version of an ad performs better.
  • By typically requiring a smaller sample size and less sophisticated statistical analysis.

The right answer was: By determining the impact of ads on a consumer’s decision to convert or not convert.

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