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.

The correct answer is:

• Incrementality experiments determine the impact of ads on a consumer’s decision to convert or not.