eliya AI — For Business Decisions
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eliya AI — For Business Decisions

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For Business Decisions

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    Incrementality Testing

    Incrementality testing measures what your marketing spend actually causes, not what it's merely associated with. This category covers the methods (holdout tests, geo-testing, scale tests, ghost ads), the metrics (iROAS), and how incrementality results calibrate Marketing Mix Models (MMM) with real causal evidence, so e-commerce and retail brands can find wasted spend and reallocate budget with confidence.

    Incrementality TestingCover photo for blog post about incrementality testing and how it can be used for media channel measurement for e-commerce and retail brands

    What Is Incrementality Testing?

    A plain-language guide to incrementality testing: what it measures, how holdout and geo tests work, and how it grounds ...

    August 27, 2026

    Incrementality TestingCover photo for the best incrementality testing tools in 2026 selected tools from open source to proprietary tools

    What Incrementality Testing Tools Do You Need In-house?

    A practical comparison of the tools available for running an incrementality test in-house: native ad-platform lift ...

    September 14, 2026