These Circana resources define each merchandising condition and help to better understand Base Dollars, Incremental Dollars, and Lift.
Circana's merchandising conditions can be overwhelming, in part because there are so many different possible combinations of them. What was the impact on sales in weeks when there was a feature ad for an item? How about in weeks when there was both a feature add and an in-store display? The Circana Causal Conditions Guide has definitions for each of these conditions on page 1, and page 2 explains the various combinations of these conditions which play into each of the Cruncher's merchandising measures.
We also highly recommend taking a peek at this Circana Skill Builders Guide for Promotional Understanding, which explains how some "promoted" sales are considered incremental sales and some are not. Promoted Sales are the merch measures you find in the C&R dashboard with names like "Dollar Sales Any Feature", "Dollar Sales Any Display", etc. This guide also also explains "% increase by merch" (Lift).
Lastly, for more detailed explanations of Base Sales and Incremental Sales. This Circana-published guide offers definitions for both.