Guidelines for Incremental Measurement in Commerce Media

As marketing budgets increasingly shift into Commerce Media, marketers face mounting pressure to prove that their investments drive genuine business growth, not just outcomes that would have occurred anyway.

To meet this challenge, IAB Europe and the IAB U.S. have partnered to develop Guidelines for Incremental Measurement in Commerce Media, helping marketers, agencies, and commerce partners better understand and apply incrementality measurement to demonstrate true impact.

The Guidelines outline four major categories of incrementality methods, summarising:

• How each method works
• Its causal strength and scope
• When and why to use it

This framework supports a consistent, transparent approach to measurement, enabling marketers to make better, evidence-based decisions about campaign impact.

Download the Guidelines below.