The honest version of attribution. Hold a control group out from your campaign. Compare their conversion rate to the exposed group. The difference is what your advertising actually caused. Everything else, the conversions that were going to happen regardless, is baseline. Most teams skip this because it requires withholding spend from a segment. Most teams are also overcrediting their campaigns. The two things are connected.
Ad tech glossary
Incrementality Testing
Technical definition
Experimental design that measures the net impact of advertising by comparing results between exposed and control groups.
The ADLINGO translation
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