In what way are incrementality experiments different from A/B experiments?

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

The correct answer is:

Incrementality experiments 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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