counterfactual
C1CEFR level
70/100Rarity: rare
TechnicalRegister
General adjective
Relating to what would be the case if something contrary to fact were true.
Historians love counterfactual questions, such as what might have followed had the war never begun.
Business noun
The hypothetical outcome that would have occurred under a different action, serving as the benchmark for true impact.
Incrementality testing estimates the counterfactual: what those users would have bought without ever seeing the ad.
Rarity runs from 0 (a word everyone knows) to 100 (almost never seen outside specialist or literary writing). Level is the word's real difficulty on the CEFR scale, from A1 to C2.
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