In which scenario is incrementality the measurement option that an advertiser should use?

Incrementality is the right measurement approach to use when an advertiser is considering pausing paid search because they believe it is taking credit for conversions that would have occurred through organic search anyway.

• 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 is the most appropriate measurement approach in this situation because it focuses on identifying true causality rather than simple correlation. When an advertiser believes paid search is taking credit for conversions that might have happened through organic search, they are really questioning the additional value generated by paid campaigns. Incrementality testing—often conducted through controlled experiments such as geo-based tests or A/B experiments—helps isolate the conversions that occur specifically because of paid search, beyond what organic search would have delivered. This evidence allows advertisers to confirm or challenge the cannibalization concern and accurately assess the true return on ad spend.