What is incrementality in Provalytics?

Incrementality refers to the portion of revenue or conversions that would not have occurred without marketing.


Provalytics separates:

  • Base performance: What would have happened anyway
  • Incremental impact: What marketing actually drove

This distinction is critical because many attribution methods overstate performance by crediting conversions that would have occurred regardless.


By focusing on incrementality, Provalytics helps organizations:

  • Measure true marketing effectiveness
  • Avoid over-investing in low-impact channels
  • Make more accurate budget decisions

This creates a more honest and reliable foundation for evaluating performance.

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