In which scenario is incrementality the measurement option that an advertiser should use?
Your advertiser is considering testing the incremental conversions their new creative is driving vs. their old creative.
Your advertiser wants to track how their brand efforts are impacting awareness over time.
Your advertiser wants to understand the incremental conversions that are gained from including VTCs in reporting.
Your advertiser is considering shutting off paid search, as they feel it's claiming credit that organic search would have captured.
Explanation
Analysis of Correct Answer(s)
Incrementality measurement is used to determine the true causal effect of an advertising campaign. It isolates the conversions that occurred only because of the ads, which would not have happened otherwise.
- The correct scenario perfectly illustrates this concept. The advertiser doubts whether paid search is generating new conversions or simply taking credit for conversions that would have occurred anyway through organic search. An incrementality test (like a Geo Experiment or Search Lift study) is the ideal method to measure the actual "lift" or additional conversions generated by the paid search campaign, proving its true value.
Analysis of Incorrect Options
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Tracking brand awareness over time: This is typically measured using Brand Lift studies, which use surveys and other metrics to gauge changes in brand perception and recall, not conversion incrementality.
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Understanding incremental conversions from VTCs: While VTCs (View-through conversions) are a component of performance, simply including them in reporting is an attribution setting, not an experiment to measure the causal impact of a whole campaign.
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Testing a new creative vs. an old creative: This is a classic A/B test or creative experiment. It's used for optimization within a campaign to see which creative performs better, rather than measuring the overall incremental impact of the entire advertising channel against a baseline.