Incrementality

Measuring the additional conversions a campaign actually caused, versus what would have happened anyway.

Why it matters

Attribution answers who gets credit; incrementality answers whether the spend changed anything. It is the discipline that catches channels harvesting organic installs and reporting them as wins.

How justtrack handles it

justtrack separates organic from non-organic installs and filters click spam, so credited installs are ones a campaign plausibly caused.

Related terms

• Organic install
• Click spam
• Media mix modeling (MMM)