Google Embraces Incrementality in Newly Released Modern Measurement Playbook
12 months ago
Meta and Google have developed infrastructure for incrementality testing. Initially, Meta led by making it accessible to all brands. Now, Google has caught up, making incrementality a key part of their new Modern Measurement Playbook. This guide offers practical advice on using incrementality experiments to calibrate models. Both companies are promoting incrementality as the 'gold standard to measure causality', marking a shift towards scientifically rigorous measurement.
