Incrementality testing

Incrementality testing cuts through attribution noise with structured experimentation so you can invest with confidence, measure actual impact, and focus your efforts where they matter most.

LET’S TALK INCREMENTALITY

Incrementality testing

Incrementality testing cuts through attribution noise with structured experimentation so you can invest with confidence, measure actual impact, and focus your efforts where they matter most.

LET’S TALK INCREMENTALITY

Reveal what’s really driving performance

In a world of multi-touch journeys and media overlap, incrementality is the gold standard for knowing what’s actually moving the needle. We use rigorous testing frameworks—from geo-based experiments to audience-level holdouts—to isolate true causal impact and help marketing leaders make smarter investment decisions rooted in evidence, not assumptions.

Isolate true
channel lift

Go beyond correlation by proving the causal effect of a single channel, campaign, or tactic through controlled experiments.

Validate real-world performance

Measure the incremental value of campaigns under live market conditions, capturing effects that models or attribution can’t reveal.

Guide agile optimizations

Turn test results into actionable adjustments—optimizing spend, targeting, and creative based on proven incremental gains.

Unlock faster learning cycles

Use incremental lift insights to guide optimizations and accelerate go/no-go decisions.

Where experimentation meets evidence

Our incrementality capabilities are designed to isolate true marketing impact with scientific rigor. Whether you’re launching a new channel, refining your media mix, or validating a strategic shift, we use structured experimentation to separate correlation from causation—so you can act with clarity, not guesswork.

LET’S TALK INCREMENTALITY

Run market-level experiments by splitting geographic regions into exposed and control groups. Ideal for large-scale media or brand activations, this approach gives you visibility into incremental lift across defined areas without needing personal-level data.

Segment and suppress portions of your target audience to measure the true effect of your campaign. Our structured holdout frameworks reveal what happens when a user sees (or doesn’t see) your messaging, helping to quantify real impact.

We don’t just run tests—we analyze them with precision. Our lift calculations account for noise, bias, and natural baselines to provide accurate, actionable measurement of what your campaign actually achieved.

When tactics overlap, testing gets tricky. We design experiments that assess the interplay between platforms, helping you understand not just whether something worked, but how different channels amplify (or dilute) one another.

Seamlessly integrated for impact

Incrementality testing is most powerful when embedded across your marketing strategy. That’s why we integrate testing into media planning, performance analysis, and measurement frameworks to reveal what’s truly driving lift. The result? Sharper targeting, smarter spending, and clearer decisions across the full funnel.

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And we can Proove it

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Breaking down the myths of marketing mix modeling

Most brands now view mixed media modeling (MMM) as a critical part of the analytics toolkit, but are often misled about what it can and cannot do.
Break down the myths of MMM and get ahead of the curve with our exclusive (and free!) white paper.

DOWNLOAD THE WHITE PAPER