Incrementality

Incrementality is the share of results that happened only because of the marketing activity — sales that would not have occurred otherwise. It matters because most CRM reporting counts revenue from people who were already going to buy, which flatters programmes aimed at loyal customers. Measuring it takes a randomised holdout or a geo experiment, not an attribution rule. Expect the incremental number to be markedly lower than the attributed one; that gap is the finding, not an error.