Platform attribution tells you what got credit, not what made a difference. Incrementality testing isolates the true causal impact of your spend with controlled experiments, so you stop paying for conversions that would have happened anyway.
Speak to an ExpertLast-click, data-driven attribution, and platform-reported ROAS all share the same flaw: they observe correlations. Incrementality experiments manufacture the counterfactual, what would have happened without the spend, and measure the difference. It is the standard of evidence the rest of your measurement should be calibrated against.
Matched-market tests that switch spend off (or up) in selected regions to measure true lift on revenue, not clicks.
Randomised control groups within a channel to measure lift from remarketing, CRM, and prospecting audiences.
Structured spend increases that reveal marginal returns and saturation points, informing how far each channel can scale.
We identify where mismeasurement is most likely to be costing you: usually brand search, remarketing, or the channel taking the most credit.
We define treatment and control, calculate the detectable effect size, and set the success criteria before anything launches.
We launch the test with GrowthBook and monitor delivery to protect the integrity of the design.
We quantify true lift, translate it into budget decisions, and use results to calibrate your attribution and media mix model.
Let's discuss how Incrementality Testing can drive measurable results for your business.