Question: In which scenario is incrementality the measurement option that an advertiser should use?
- Your advertiser wants to understand the incremental conversions that are gained from including VTCs in reporting.
- Your advertiser is considering testing the incremental conversions their new creative is driving vs. their old creative.
- Your advertiser wants to track how their brand efforts are impacting awareness over time.
- Your advertiser is considering shutting off paid search, as they feel it's claiming credit that organic search would have captured.
Explanation
Incrementality measures the causal impact of ads by comparing what happened with advertising against what would have happened without it. This is the right method when paid search may be receiving credit for conversions that organic search could have captured anyway. A controlled Conversion Lift approach can estimate the net new conversions caused by the paid search activity. It helps separate attributed conversions from conversions that were truly incremental.
Why the other options are incorrect
New creative vs. old creative is better suited to a creative experiment, not a paid-media incrementality question.
View-through conversions are a reporting and attribution setting issue, not the strongest scenario for testing paid search incrementality.
Brand awareness over time is measured with Brand Lift, not conversion incrementality.
Source for verification
https://support.google.com/google-ads/answer/12003020
https://support.google.com/google-ads/answer/14097193
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Ads - Measurement Certification" page.