Incrementality experiments differ from A/B experiments in what way?

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

The correct answer is:

By determining the impact of ads on a consumer’s decision to convert or not convert.

Sources: Google Ads Measurement Certification Assessment Course

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