Glossary
Incrementality
The added revenue a creator drove that would not have happened otherwise — the truest measure of impact.
Also known as: Incremental revenue · Incremental lift
Incrementality is the revenue a creator caused that would not have happened anyway — separating genuine lift from sales that would have occurred regardless.
It is a step beyond last-click attribution: a customer who would have bought anyway is attributed but not incremental. Measuring it well needs holdouts or geo-tests; first-party, creator-level data is the foundation that makes incrementality analysis possible.