This course introduces incrementality as the validation layer for an advertiser’s source-of-truth reporting. You’ll explore how Meta Conversion Lift, cross-channel impact and geo-based testing each measure conversions that attribution models miss. Then you’ll learn how to select the appropriate incrementality study for a stated business question and qualify an advertiser against real eligibility requirements. Finally, you’ll practice turning lift results into calibration multipliers, a calibrated report and a specific budget recommendation you can present with confidence.
