In which scenario is incrementality the measurement option that an advertiser should use?

● Your advertiser is considering testing the incremental conversions their new creative is driving vs. their old creative.
● Your advertiser is considering shutting off paid search, as they feel it’s claiming credit that organic search would have captured.
● Your advertiser wants to track how their brand efforts are impacting awareness over time.
● Your advertiser wants to understand the incremental conversions that are gained from including VTCs in reporting