# Causal impact

##### Summary

This glossary contains definitions of technical and marketing terms referenced across DAO.AD documentation.

##### Definition

<span style="color: rgb(86, 86, 106); background-color: rgb(255, 255, 255);">Causal Impact is a method of proving that something has happened or is happening because of something else – e.g. that revenue increased because media spend increased. As an example, incrementality testing is a causal study, which indicates that one event is caused by another event.</span>