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

Here is the answer of the question: 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.

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