Estimate extra purchases after subtracting sales that would have happened without ads.
<div class="lift"><div class="bars"><div><small>CONTROL</small><span class="bar control"></span><b>80</b></div><div><small>EXPOSED</small><span class="bar exposed"></span><b>100</b></div></div><div class="equation"><span>100 − 80</span><strong>= +20</strong><small>ADDED ORDERS / ILLUSTRATIVE</small></div></div>.lift{width:min(88%,480px);display:flex;align-items:center;gap:clamp(10px,3vmin,25px);font:900 clamp(10px,max(1.6vmin,1vw),14px)/1.2 sans-serif}.bars{height:clamp(110px,36vmin,230px);width:54%;display:flex;align-items:flex-end;justify-content:center;gap:clamp(9px,2vmin,18px);border-bottom:2px solid var(--fg)}.bars>div{height:100%;width:38%;display:flex;flex-direction:column;align-items:center;justify-content:flex-end;gap:5px}.bars small{color:var(--muted);font-size:clamp(10px,max(1.1vmin,1vw),12px)}.bar{display:block;width:100%;height:56%;background:var(--line);animation:grow 4s ease-in-out infinite;transform-origin:bottom}.bar.exposed{height:72%;background:var(--accent);animation-delay:.4s}.bars b{color:var(--fg)}.equation{flex:1;display:grid;gap:clamp(5px,1.5vmin,12px)}.equation span{color:var(--muted)}.equation strong{color:var(--accent);font-size:clamp(20px,5vmin,42px);animation:flash 4s infinite}.equation small{font-size:clamp(10px,max(1.1vmin,1vw),12px);color:var(--muted)}@keyframes grow{0%,10%{transform:scaleY(.2)}35%,85%{transform:scaleY(1)}100%{transform:scaleY(.2)}}@keyframes flash{0%,20%,100%{opacity:.3}40%,85%{opacity:1}}Commerce media incrementality estimates the sales added by ad exposure. Total sales from exposed shoppers also include purchases that would have happened without the campaign.
The demo uses illustrative exposed and control groups and highlights only their difference as lift. Real measurement needs a credible counterfactual baseline and bias controls.
Use it to test whether retail ad spend creates additional purchases.