incrementality-testing

Incrementality testing measures true ad lift and causation by isolating incremental conversions, moving beyond simple attribution models that only track touchpoints. It reveals genuine business lift by using geo holdout tests to compare exposed and unexposed groups.

To design a geo holdout test, you create statistically sound test and control groups based on geographic regions. This isolates the true incremental impact of your ads by measuring conversion lift between areas exposed to the campaign and those held out.

Yes, you can run conversion lift studies utilizing platform-native tools on Meta and Google. The testing framework supports these platforms to measure true lift, calculate statistical significance, and determine the incremental CPA for your campaigns.

Sample size planning and test duration recommendations are calculated using core incrementality concepts and formulas. These calculations ensure your conversion lift study reaches statistical significance and accurately measures true ad lift over the test period.

Yes, incrementality testing is designed to measure if display campaigns drive new customers or capture existing demand. By setting up a geo holdout test, you find true incremental conversions and calculate the resulting incremental CPA.