Incremental Visits %
It is the estimated increase in visits to the store, and the ultimate measure of the “impact” of our campaign.
This KPI measures the incremental value you are getting from your campaign by taking the % of measured visits exposed to the campaign and deducting any visits that would have happened independently of your campaign.
How it is calculated
Incremental visit % = Exposed % . (1 - 1 / Uplift)
This calculation helps determine how much of the foot traffic can be attributed to the campaign’s impact beyond regular visits. The difference between attributed visits and incremental visits showcases the true effectiveness of the campaign in driving additional store footfall.
Considerations
The advertiser may have measured thousands of "attributed visits" to his store, but, if there is no uplift at all, the Incremental visits % will be zero.
If there are no conversions in placebo creatives, then the Incremental visits % will equal the Exposed %.