Incrementality Testing
Measure what your marketing campaigns actually add.
Incrementality testing measures the true, causal impact of your marketing campaigns and channels using controlled experiments, instead of relying on tracking or platform-reported attribution. By comparing a treatment group against a control group, we isolate what your marketing actually adds versus what would have happened anyway.
These experiments sit alongside Multi-Touch Attribution (MTA) and Media Mix Modeling (MMM) as the third pillar of triangulation. Where MTA gives you daily, tactical insight and MMM gives you a strategic, long-term view, incrementality testing fills the gap in between: a fast, statistically grounded reality check on whether a channel, campaign, or budget shift genuinely moves the needle.
Our approach
Experiment design
Every test starts with a clear hypothesis and success metric. We select statistically comparable test and control markets, run a pre-test power analysis, and define the treatment: a holdout, a budget increase, an on/off switch, or a staggered rollout.
Causal measurement
We estimate the incremental effect with the method that fits your setup, depending on whether you have control markets, how the campaign is rolled out, and how spend varies across regions. Results are expressed in incremental lift or ROAS, with confidence intervals so you know how much to trust them.
Focus on impact
The outcome directly informs budget, bidding, and channel decisions: shift spend toward what proves incremental, cut what doesn't, and feed validated results back into your MMM as priors. Because conditions change, we treat incrementality testing as an ongoing program rather than a one-off study, retesting key channels periodically.
Frequently asked questions
Here you'll find answers to the most frequently asked questions about this topic. Missing a question? Or want to know more? Feel free to contact us – we're happy to help.
Curious what we can do for you?
Curious about what we can do for you? Or just have a question?
Get in touch with Marc and we'll help you quickly.
Marc van Eck
Data Science Consultant