Incrementality testing thresholds lowered with improved Bayesian methodology
- Date
- May 21, 2025
- Regions
- Global
- Primary source
- Google Ads & Commerce Blog
Google reduced the spend and conversion minimums for conversion lift and incrementality tests and improved the statistical methodology, making experiments viable at around $5,000 instead of roughly $100,000. Google cited lower thresholds in place from February-March 2025.
Further reductions and faster results were announced November 11, 2025.
Sources
- open_in_newGet more from your ads with the latest AI measurement toolsGoogle Ads & Commerce Blog · May 21, 2025
- open_in_newGoogle Marketing Live 2025: Your roundup of announcementsGoogle Ads Help · May 21, 2025
- open_in_newHere's Everything That Was Announced At Google Marketing Live 2025Search Engine Journal · Jun 5, 2025
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