analytics-dictionary / term / tracking & measurement

Incrementality

Incrementality is the extra outcome caused by a marketing activity, compared with what would have happened without it.

Written by Reflective Data experts · updated Oct 5, 2026

Attribution tells you which touchpoints were present; incrementality tells you which ones actually changed the result. It is measured with controlled experiments such as geo tests or holdout groups.

It is the best antidote to over-crediting channels that mostly capture demand that already existed.

Attribution Holdout group Marketing mix modeling (MMM)

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Event parameter

A parameter is an extra piece of information attached to an event, such as a product…

web-analytics.md

Web analytics

Web analytics is the collection and analysis of data about website traffic and behaviour.

first-party-data.md

First-party data

First-party data is information you collect directly from your own customers and visitors.

scroll-depth.md

Scroll depth

Scroll depth measures how far down a page visitors scroll, often reported in percentages.

meta-pixel.md

Meta Pixel

The Meta Pixel is a snippet that records visitor actions for Meta (Facebook and Instagram) advertising…

click-id.md

Click ID (gclid)

A click ID is a unique identifier added to a landing page URL by an ad…

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