# Incrementality

The additional outcome caused by an activity compared with what would have happened without it.

The additional outcome caused by an activity compared with what would have happened without it.

## An example

A randomized holdout estimates how many purchases advertising added beyond the untreated group's baseline.

## Why it matters

Attributed conversions and incremental conversions answer different questions.


## Related terms
- [Attribution](https://jolts.xyz/resources/glossary/attribution)
- [Attribution window](https://jolts.xyz/resources/glossary/attribution-window)
- [Conversion](https://jolts.xyz/resources/glossary/conversion)
- [Conversion tracking](https://jolts.xyz/resources/glossary/conversion-tracking)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).