How are incrementality experiments different from A/B experiments?

They typically require a smaller sample size and less sophisticated statistical analysis.
They both require a holdback group to determine which version of an ad performs better.
They measure the relative effectiveness of different versions of a marketing campaign.
They determine the impact of ads on a consumer’s decision to convert or not.

The correct answer is:

They determine the impact of ads on a consumer’s decision to convert or not.

Sources: Google Ads Measurement Certification Assessment Course

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