The difference between these two groups is the conversion uplift . The value of these conversions is the incremental value. If the groups measure an equal number of conversions, or if the test group (where you don't show ad) measures more conversions, the campaign has no incremental value. In this visualization, the test group has 25% incremental value. In this visualization, the test group has 25% incremental value. Most marketing platforms have tools available that can measure conversion lifts.
Can do this, for example, in Google Ads, Facebook Executive List or DV360. These methods often use ghost bids . Bids that aren't actually placed, but that do track how many conversions are measured. The ad will then not be displayed. This way you can measure exactly how many customers were converted without an ad. The difference between these two groups is the conversion uplift. The value of these conversions is the incremental value. The end of conversion lift studies? Essential for doing conversion lift testing.
Able to measure conversions of the two groups: Your test group (users who have seen your ad), and your control group (users who haven't seen your ad). But with the developments of the cookie-free world , it is becoming increasingly difficult for marketing platforms to track users including data. For example, iOS 14.5 has made it impossible to do conversion lift studies for advertisers on Facebook. We're not sure what the future holds for the rest of the marketing channels.