Incrementality testing: what your ads really added.
Platforms count the sales their ads touched, by their own rules. We run tests that show which of those sales would not have happened without the ads, and move budget on that answer.
For marketing leads spending at least €30k a month who need a number finance will accept.
- Read in your own data
- We check you have enough sales first
- Free two-week audit
Three things from every test.
A test plan you can follow
The question, which regions (or, where the platform allows, which people) see no ads, how long it runs, and the smallest change it can pick up.
The result, with a range
Sales the ads added, how sure we are, and the platform's own number next to it.
A budget decision
Keep, cut or scale, written in one line, with the evidence underneath.
Two weeks to the first answer.
- Audit, weeks 1 to 2
We grade the tests you already have and pick the biggest channel you have never tested.
- First test
Usually four to eight weeks, depending on how many sales you get a week.
- Every month after
Each result goes into the next plan. One question per loop.
Access and one owner.
- Read access to your ad accounts and analytics
- One person who can confirm what counts as a sale
- Agreement to hold back a set of regions, or a group where the platform allows it
Common questions.
What is an incrementality test?
A test that compares people or regions who saw your ads with ones who did not. The difference in sales is what the ads added. It answers what the platform's own reporting cannot: would these sales have happened anyway?
Is my budget big enough?
It depends on sales volume more than spend. Before any test we work out whether your numbers can give a readable answer. If they cannot, we say so and suggest a smaller test.
Why not use Meta's or Google's lift studies?
Where your account qualifies, we use them as a cross-check. The main read is in your analytics or CRM, so the platform is not marking its own homework.
Start with the audit.
Two weeks in your data, free. Yours to keep.
Book your free audit