Incrementality measures ______ whereas ROI measures efficiency.
gross revenue
media cost
click-through rate
causal lift beyond baseline
A campaign can show positive ROI but **zero** incrementality when spend ______.
has high CPM
cannibalises organic sales
runs in flighting
uses discount codes
Which method is most direct for measuring incrementality?
Randomised control experiment
Time‑decay model
Attribution last‑click
CPA benchmarking
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
In MMM, elasticity coefficients translate incremental sales response into ______ curves.
Impression share
Churn probability
ROI or diminishing‑return
CPC trends
Incrementality focuses on the **marginal** effect; ROI averages across ______ conversions.
only new
first‑touch
unique
all (incremental + baseline)
Lift results are typically expressed as ______ while ROI is expressed as a ratio or %.
CPC
CPM
percentage increase (e.g., +12%)
absolute dollars only
When a channel approaches saturation, incremental lift declines ______ than average ROI.
slower
at the same rate
faster
unpredictably
Incrementality tests require a control group that is ______ by the advertising.
converted
over‑served
cookie‑synced
unexposed
Best practice: use incrementality to set total budget and use ROI to ______.
allocate across channels
design creatives
calculate p‑values
forecast churn
Starter
Review the basics.
Solid
Good job—refine for mastery.
Expert!
Outstanding performance.
Preparing for Incrementality vs. ROI Interview Questions means understanding how lift from your experiments turns into real profit. Start your prep by exploring our marketing mix modelling interview questions for a solid grasp of attribution frameworks. Then challenge yourself with the data driven attribution interview MCQs to see theory in action. Next, refine your design skills by browsing the geo lift testing interview guide and finish strong with the synthetic control basics interview resource for advanced causal techniques.
