Incrementality measures ______ whereas ROI measures efficiency.
gross revenue
media cost
click-through rate
causal lift beyond baseline
Incrementality isolates the additional conversions truly caused by marketing activity. ROI divides profit by spend to judge efficiency, regardless of causality.
A campaign can show positive ROI but **zero** incrementality when spend ______.
has high CPM
cannibalises organic sales
runs in flighting
uses discount codes
If ads simply shift already‑intended purchasers into paid channels, revenue appears but lift is nil. ROI seems healthy because revenue is counted, but nothing new was created.
Which method is most direct for measuring incrementality?
Randomised control experiment
Time‑decay model
Attribution last‑click
CPA benchmarking
True lift requires a counter‑factual, best provided by test‑versus‑control randomisation. Heuristic attribution models cannot guarantee causal validity.
Geo‑based holdout tests output a lift metric that can then be converted into ______.
Viewability
ROI by dividing incremental profit by spend
Bounce rate
Latency
Incrementality tells you extra profit; dividing by cost produces a causal ROI. This sequence prevents over‑crediting non‑causal revenue.
In MMM, elasticity coefficients translate incremental sales response into ______ curves.
Impression share
Churn probability
ROI or diminishing‑return
CPC trends
Elasticity shows percent sales change per percent spend, forming response curves. These curves underpin ROI simulations at different budget levels.
Incrementality focuses on the **marginal** effect; ROI averages across ______ conversions.
only new
first‑touch
unique
all (incremental + baseline)
ROI’s numerator is total profit, which mixes organic and paid‑influenced sales. Incremental lift isolates only the marginal change, giving a purer causal view.
Lift results are typically expressed as ______ while ROI is expressed as a ratio or %.
CPC
CPM
percentage increase (e.g., +12%)
absolute dollars only
A lift test shows relative change versus control, such as a 12 % uplift. ROI might say $3 returned per $1 spent or 300 % return.
When a channel approaches saturation, incremental lift declines ______ than average ROI.
slower
at the same rate
faster
unpredictably
Diminishing returns hit marginal gains first; average ROI lags because it blends earlier efficient spend. This can mislead budget decisions if you ignore incrementality.
Incrementality tests require a control group that is ______ by the advertising.
converted
over‑served
cookie‑synced
unexposed
Ensuring the control never sees the ad maintains a valid counter‑factual. ROI calculations don’t mandate this separation; they can be computed from aggregate data.
Best practice: use incrementality to set total budget and use ROI to ______.
allocate across channels
design creatives
calculate p‑values
forecast churn
Incremental lift tells you when to stop spending overall. Within that envelope, ROI comparisons help decide which channels deserve the spend.
Starter
Review the basics.
Solid
Good job—refine for mastery.
Expert!
Outstanding performance.
