Incremental A/B Testing

Incremental A/B testing measures the true incremental impact of a change by comparing a treatment group to a holdout control group. It answers: "What lift does this change actually cause?"

Unlike standard A/B tests that compare two versions, incremental testing isolates the causal effect of a specific intervention (feature, notification, campaign).

Key metric: Incremental lift — the difference in outcomes between treatment and control groups.